Loyalty Programmes Drive Hotel Choice
Global Hotel Alliance (GHA) has released its latest global research report, highlighting the growing influence of loyalty programmes on hotel selection and booking behaviour. The study, conducted with support from Bond Brand Loyalty, surveyed more than 9,000 members of the GHA DISCOVERY programme worldwide.
The findings indicate that loyalty programmes have become a central factor in decision-making for travellers. According to the report, 87% of respondents prefer to book hotels that offer a global loyalty programme over comparable options without one. This preference is even more pronounced in specific markets, including India, where 93% of respondents expressed this view, as well as Japan and Singapore at 91%.
The research underscores a shift in the role of loyalty programmes, which are no longer viewed as supplementary benefits but as key drivers influencing both hotel choice and booking channels. The data shows that travellers are increasingly active in loyalty programmes, with expectations shaping how hotels structure benefits and engagement strategies.
Preference for Generosity and Simplicity
The report identifies generosity as the most valued attribute of loyalty programmes, cited by 48% of respondents. This significantly outweighs other factors such as novelty, which was selected by only 7%. Simplicity and transparency were also highlighted, each receiving 16% of responses, indicating that travellers prioritise clear and accessible benefits.
Regional variations were observed, particularly in Japan and Singapore, where the emphasis on generosity reached up to 60%. These findings suggest that travellers in these markets place greater importance on tangible and high-value rewards when choosing a loyalty programme.
Stay-related benefits continue to dominate member preferences. Room upgrades were identified as the most desirable benefit, selected by 59% of respondents. Other highly valued offerings include complimentary breakfast and late check-out. The report also notes differences across membership tiers, with elite members prioritising upgrades, hotel quality, and ease of redemption, while entry-level members are more motivated by discounted rates.
Beyond core hotel benefits, travellers are increasingly expecting broader value from loyalty programmes. The research shows that 71% of respondents find programmes more appealing when they include partner benefits outside the core hospitality offering. These may include travel-related perks, status matches, and other lifestyle rewards, reflecting an expansion of expectations beyond traditional hotel stays.
Impact on Booking Behaviour and Travel Trends
The report highlights the measurable impact of loyalty benefits on booking behaviour. Complimentary breakfast, when included, increases the likelihood of booking directly with a hotel to 85%. Similarly, access to dedicated VIP customer service for higher-tier members influences 80% of respondents to choose GHA DISCOVERY over competing programmes.
Within the GHA DISCOVERY programme, hotel quality emerged as the most appreciated aspect, cited by 60% of respondents. Ease of earning and redeeming DISCOVERY Dollars (D$) followed at 58%, reflecting a notable increase compared to the previous year. Hotel-related benefits, including upgrades and on-property privileges, were also highly valued, mentioned by 56% of participants.
The findings also point to evolving traveller expectations beyond loyalty programmes. A significant 80% of respondents indicated a preference for purpose-driven journeys that offer personal growth, transformation, or new perspectives. This trend is particularly strong in markets such as Japan, China, Italy, India, and the United Arab Emirates.
Off-season travel is also gaining traction, as travellers seek more authentic and less crowded experiences. The report identifies Canada, Australia, the United States, and Germany as markets where this preference is most evident. This trend is seen as an opportunity for hotels to manage occupancy more evenly throughout the year.
In terms of travel motivations, spending time with family and friends remains the primary driver globally, cited by 38% of respondents. This is followed by the desire to explore new cultures and destinations at 30%. Other motivations include bucket list trips (18%), solo travel (6%), spontaneous discovery (4%), and learning new skills (3%).
Regional differences are evident in these motivations. India places the greatest emphasis on family and social travel, while Japan leads in cultural exploration. Spain stands out for bucket list travel, reflecting varied preferences across global markets.
The report also highlights the continued growth of “bleisure” travel, which combines business and leisure purposes. According to the findings, 76% of business travellers are likely to extend work trips for leisure activities. This trend is particularly strong in China, India, and Singapore.
Bleisure travel reflects a broader shift in how travellers approach trips, combining professional obligations with personal experiences. The report suggests that loyalty programmes offering benefits relevant to both business and leisure travel are better positioned to engage members and drive repeat bookings.
The research from Global Hotel Alliance indicates that loyalty programmes play an increasingly important role in shaping traveller behaviour. The emphasis on generosity, simplicity, and meaningful benefits reflects changing expectations, while broader travel trends point to a growing demand for purposeful and flexible travel experiences.
