Global Hotel Alliance (GHA) has revealed that loyalty programmes significantly influence hotel choices, with 87% of travellers opting for hotels offering such schemes. The research, conducted in collaboration with Bond Brand Loyalty, surveyed over 9,000 GHA DISCOVERY members worldwide, highlighting the growing importance of loyalty programmes in the hospitality industry.
The study found that generosity is the most valued attribute of loyalty programmes, with 48% of respondents prioritising it over novelty. In markets like Japan and Singapore, this preference rises to 60%. Additionally, 71% of travellers appreciate loyalty programmes that offer partner benefits beyond the core business, such as airline miles exchanges.
Kristi Gole, EVP Strategy at GHA, stated, “Loyalty programmes have evolved from a nice-to-have perk into a powerful driver of customer choice. They drive where customers stay and how they book, unlocking both incremental demand and more profitable distribution.”
The research also indicates a shift towards purpose-driven travel, with 80% of respondents seeking transformative experiences. This trend is most pronounced in Japan, China, and Italy. Furthermore, the concept of "bleisure" travel—combining business and leisure—continues to grow, with 76% of business travellers likely to extend work trips for leisure.
GHA DISCOVERY's programme is particularly noted for its simplicity and the ease of earning and spending DISCOVERY Dollars, with 58% of members highlighting these aspects. The findings underscore the need for loyalty programmes to offer clear, high-value rewards and broader lifestyle benefits to meet evolving traveller expectations
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