In the hospitality industry, hotel loyalty programs play a substantial role, with 44% of consumers acknowledging that such programs sway their hotel choice

More so, loyal customers are known to spend 22.4% more and prolong their stay by 28% compared to sporadic customers. 

To broaden your understanding, let me share the most crucial hotel loyalty program statistics you should be aware of right away. 🏨🔍

Hotel Loyalty Program Statistics: The Key Data

  • Loyalty members booked more than 59.2% of room nights at major hotel chains.
  • 44% of consumers say loyalty programs influence their hotel selection.
  • This year, Hilton’s loyalty program membership increased by 15% year on year to more than 133 million members.
  • Loyal customers spend 22.4% more than sporadic customers and stay 28% longer.
  • 58.7% said they do not participate in any hotel loyalty programs.
  • 40% of customers enroll in hotel loyalty programs based on location convenience.
  • Loyalty members booked 62% of Marriott and Hilton room nights.
  • Members of loyalty programs contribute between 30% and 60% of room revenue.
  • Between 2020 and 2021, the percentage of leisure travelers who were loyalty members of the hotel they stayed in on their most recent trip increased from 43 percent to 47 percent.
  • In the first three months of 2022, Marriott Bonvoy reported 169 million members.

Sources: (LinkedIn, Seven Rooms, Skift, Solonis, Oracle, Hotel News Resource, Research, Net Affinity, Hospitality Net, Pr Newswire.)

Major Hotel Chains Report Loyalty Members Booking 59.2% of Room Nights

Important takeaway:

Insight from DataRationale
Loyalty members dominate hotel reservationsThe fact that over half of room nights are booked by loyalty members shows the massive influence and importance of these programs in the hospitality industry.
Hotels benefit significantly from loyaltyThe statistic underscores the effectiveness of loyalty programs in driving bookings and maintaining a consistent customer base.
Consistent engagement leads to occupancyRegular interactions and benefits offered through loyalty schemes evidently make members more inclined to book, ensuring higher occupancy rates for hotels.

Source: LinkedIn

44% of Consumers Let Loyalty Programs Guide Their Hotel Choices

Important takeaway:

Insight from DataRationale
Loyalty programs play a pivotal role in hotel choiceWith nearly half of the consumers admitting that these programs sway their decision, their significance is undeniable in the hotel industry.
Hotels need to invest in loyalty schemesThe data suggests that having a robust loyalty program can be a key differentiator in a crowded marketplace.
Guest retention can be driven by rewardsGiven the influence of loyalty programs, they can be effectively used to ensure repeat business.

Source: Seven Rooms

Hilton’s Loyalty Membership Swells by 15% to 133 Million This Year

Important takeaway:

Insight from DataRationale
Hilton’s loyalty program is witnessing robust growthA 15% YoY surge in membership indicates the increasing attractiveness of Hilton’s offerings.
Over 133 million patrons trust Hilton’s rewardsSuch a vast member base shows the significant reach and impact of Hilton’s loyalty initiatives.
Hilton is setting industry standardsThe impressive growth rate suggests that Hilton is a frontrunner in the hotel loyalty space.

Source: Skift

Loyal Guests Outspend Others by 22.4%, Staying 28% Longer

Important takeaway:

Insight from DataRationale
Loyal customers consistently outspend sporadic onesThe 22.4% increased spending is a clear testament to the worth of customer loyalty.
Loyalty results in extended customer lifespanThe 28% longer stay indicates retention and the long-term value of loyal patrons.
Investing in loyalty brings tangible returnsBoth spending and retention metrics emphasize the ROI of fostering customer loyalty.

Source: Solonis

Surprisingly, 58.7% Eschew Any Hotel Loyalty Program Membership

Important takeaway:

Insight from DataRationale
Majority of travelers aren’t aligned with hotel loyalty schemesWith 58.7% not participating, there’s a significant audience hotels aren’t reaching with their loyalty programs.
Opportunity for hotel brands to innovateThis indicates a potential gap in the market, or a need for more compelling loyalty program offerings.
Rethinking loyalty strategies is vitalThe statistic underscores the need for hotels to revisit and enhance their loyalty program strategies.

Source: Oracle

Location Drives 40% of Customers to Enroll in Hotel Loyalty Schemes

Important takeaway:

Insight from DataRationale
Location is a primary driver for loyalty enrollmentAlmost half of the customers prioritize location convenience when joining a hotel loyalty program.
Convenience outweighs other potential benefitsLocation convenience might be more significant to customers than other perks or rewards traditionally associated with loyalty programs.
Hotels must strategically place their propertiesFor a successful loyalty program, hotels should consider optimizing their locations to cater to the preferences of potential loyal customers.

Source: Hotel News Resource

Marriott & Hilton See Loyalty Members Reserving a Massive 62% of Nights

Loyalty members booked 62% of Marriott and Hilton room nights

Important takeaway:

Insight from DataRationale
Loyalty members are a dominant booking segmentA majority of room nights at these chains are reserved by their loyalty members, emphasizing their influence and importance.
Loyalty programs drive repeat businessThe high percentage suggests that loyalty programs are effective in encouraging repeat stays and driving customer retention.
Marriott and Hilton must prioritize member benefitsTo maintain and grow this significant user base, both hotel chains should continue to enhance and promote the perks of their loyalty programs.

Source: Research

Room Revenues Soar: Loyalty Affiliates Contribute 30-60%

Important takeaway:

Insight from DataRationale
Loyalty members significantly impact hotel revenueTheir contribution ranges from nearly a third to over half of the room revenue, showcasing their economic importance.
Revenue reliance varies among hotel chainsSince the range is between 30% and 60%, some chains may be more dependent on loyalty members than others for their room revenue.
Continuous engagement with loyalty members is crucialHotels should cultivate and maintain these relationships, given the substantial revenue loyalty members generate.

Source: Net Affinity

Leisure Travelers’ Loyalty Membership Rises from 43% in 2020 to 47% in 2021

Important takeaway:

Insight from DataRationale
Loyalty membership is growing among leisure travelersThere’s a noticeable year-on-year increase, showing a trend where leisure travelers are becoming more aligned with hotel loyalty programs.
Hotels are possibly offering more appealing incentivesThe increase suggests that hotels may be successfully attracting leisure travelers with enhanced benefits or promotional campaigns.
Brand loyalty is becoming more pronounced in the leisure sectorWith nearly half of leisure travelers in 2021 choosing to stay in hotels where they’re loyalty members, brand loyalty appears to be a strong factor in their booking decisions.

Source: Hospitality Net

Marriott Bonvoy Tallies a Staggering 169 Million Members in Early 2022

Important takeaway:

Insight from DataRationale
Marriott Bonvoy’s loyalty program is highly popularWith 169 million members, it’s clear that Marriott Bonvoy has widespread appeal and reach in the hospitality sector.
Potential massive revenue stream for MarriottGiven that loyalty members typically contribute significantly to room revenues, 169 million members suggest a strong potential for consistent and high revenue.
Continuous engagement and member satisfaction is vitalWith such a vast membership, Marriott should prioritize ensuring that benefits and offerings meet or exceed member expectations to retain and grow this base.

Source: Pr Newswire

More Data: