9 Hotel Loyalty Program Statistics: A Must-Know in 2024

ByYaqub M. (CBC) Updated on
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Hotel loyalty programs are essential in the hospitality industry because they influence customer decisions and boost revenue for major hotel chains. 

But just how much do they influence consumer behavior? 

With that in mind, we’ll cover hotel loyalty program statistics that demonstrate how these programs affect customer spending and loyalty.

Hotel Loyalty Program Statistics: Key Numbers

  • 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:

  1. Are hotel loyalty and rewards programs enough to keep customers loyal to the brand? | LinkedIn
  2. Majority of Americans Say Loyalty Programs Influence Hotel Booking | Sevenrooms
  3. Hotels Make Gains in 2022 Expanding Loyalty Memberships | Skift
  4. Your integrated, cloud property management system. | RMS
  5. What do consumers want from a hotel loyalty program? | Oracle
  6. Hilton HHonors and Marriott Rewards Rank Highest in a Tie in Overall Customer Satisfaction with Hotel Loyalty/Rewards Programs | Hotel News Resource & Nevistas
  7. Is it worth independent hotels having a loyalty program? | Net Affinity
  8. Travel Loyalty Programs Deep Dive 2022 | Skift
  9. The Ultimate Guide to Revitalizing Guest Loyalty and Revenues in 2023 | Hospitality Net
  10. Marriott International Reports Outstanding Second Quarter 2022 Results And Resumes Share Repurchases | PR Newswire

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