- 87% of global travelers now prioritize hotels with international loyalty programs over independent competitors.
- Nearly half of all travelers (48%) value “generosity” in rewards, while only 7% care about “innovation.”
- 71% of guests demand lifestyle perks that extend outside the hotel walls, such as cross-industry partnerships.
- 76% of business travelers are now extending their stays for personal leisure, blurring the lines between corporate and personal travel.
A global study conducted by the Global Hotel Alliance (GHA) in collaboration with Bond Brand Loyalty revealed that modern hotel guests are seeking experiences with deeper, more meaningful content. The research draws on responses from more than 9,000 GHA DISCOVERY program members. It reflects the growing influence of loyalty schemes on travel behavior.
According to the findings, 87% of respondents prefer hotels that offer a global loyalty program to similar properties that do not. The preference is even stronger in specific markets, reaching 93% in India and 91 percent in both Japan and Singapore.
Loyalty Programs as a Decision Driver
The study makes it clear that loyalty programs have evolved from an added perk into a central decision-making factor, influencing both accommodation choice and booking channel. They now function as a direct driver of demand and revenue for hotels.
“Loyalty programmes have evolved from a nice-to-have perk into a powerful driver of customer choice,” said Kristi Gole, EVP Strategy at Global Hotel Alliance. “They drive where customers stay and how they book, unlocking both incremental demand and more profitable distribution.”
When it comes to what travelers value most, preferences can be summarized as follows:
- Travelers place the highest value on the perceived “generosity” of a program, with 48% identifying this as the most important characteristic.
- Simplicity and transparency are also important, with 16% of respondents highlighting each as a key decision factor.
- Innovation, by contrast, is far less influential, with only 7% of participants considering it a priority.
Core Stay Benefits Remain Dominant
Traditional, stay-related benefits continue to dominate traveler preferences, reinforcing the importance of tangible, immediate rewards.
- Room upgrades remain the most valued benefit, cited by 59%of respondents as a primary incentive.
- Additional perks such as complimentary breakfast and late check-out continue to play a significant role in shaping booking decisions.
- Higher-tier members tend to prioritize hotel quality, upgrades, and ease of redeeming rewards. At the same time, younger users focus more on price-related discounts.
Expansion into Lifestyle Services
The research also highlights a clear shift beyond accommodation, with travelers increasingly expecting loyalty programs to integrate lifestyle elements.
- A significant 71% of respondents say a program is more attractive when it includes lifestyle benefits, such as partnerships with external services and travel-related privileges.
- Specific benefits have a measurable impact on booking behavior, as free breakfast increases the likelihood of direct booking to 85%.
- VIP services for higher-tier members also play a major role, influencing 80% of users’ booking decisions.
Strong Positioning of GHA DISCOVERY
The GHA DISCOVERY program itself is perceived as delivering value across several key dimensions:
- 60%of respondents identify the quality of participating hotels as their main advantage.
- 58% emphasize the ease of earning and redeeming rewards, particularly through DISCOVERY Dollars.
- 56% highlight in-hotel privileges as a significant contributor to overall value.
Shift Toward Meaningful Travel
Beyond loyalty programs, the study captures broader changes in traveler behavior, pointing to a growing demand for more purposeful travel experiences.
- 80% of respondents report seeking travel that offers personal growth and new experiences.
- This trend is particularly strong in markets such as Japan (91%), China (90%), and Italy (88%).
- Off-season travel is also gaining traction, with increased interest recorded in countries such as Canada (45%) and Australia (41%).
Motivations and Emerging Travel Patterns
Travel motivations are also evolving, reflecting a broader shift in how people approach tourism.
- Spending time with family and friends remains the primary driver for travel, cited by 38% of respondents.
- Exploring new cultures follows at 30%, while “bucket list” travel accounts for 18%.
- At the same time, the “bleisure” trend—combining business and leisure travel—is strengthening, with 76% of professionals stating that they extend work trips for personal reasons.
Overall, the findings underline a clear shift: travelers are no longer satisfied with accommodation alone. They increasingly seek integrated experiences, meaningful benefits, and services that align with their lifestyle and personal expectations.
