New global research from Global Hotel Alliance underscores the growing influence of loyalty programmes in shaping traveller decision-making, with 87% of respondents indicating they would choose a hotel offering a global loyalty programme over one without.
The study—based on insights from over 9,000 GHA DISCOVERY members—highlights a clear shift in traveller priorities, where loyalty is no longer a secondary benefit but a core driver of booking behaviour and brand preference. This trend is particularly pronounced in high-growth outbound markets such as India, where 93% of respondents favour hotels with established loyalty ecosystems.
At the same time, expectations around loyalty are evolving. Travellers are placing greater value on generosity, simplicity, and tangible benefits, with 48% citing generous rewards as the most important programme attribute. Core stay benefits—particularly room upgrades (59%), complimentary breakfast, and late check-out—continue to shape booking decisions, while 71% of travellers now expect added value through partnerships beyond the hotel stay.
“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.”
Kristi Gole
EVP Strategy
Global Hotel Alliance
Beyond loyalty mechanics, the research points to a broader shift toward purpose-driven and experience-led travel, with 80% of travellers seeking journeys that offer personal growth and deeper cultural engagement. This is reflected in the continued rise of bleisure travel, with 76% of business travellers indicating they are likely to extend work trips for leisure—further blurring the lines between corporate and experiential travel.
For the hospitality and MICE sectors, the implications are clear: loyalty is no longer just about retention—it is shaping demand, influencing booking channels, and redefining how travellers engage with destinations and brands across both business and leisure journeys.
