Marriott Bonvoy Report Highlights Changing Hotel Loyalty Trends Across Asia Pacific

Marriott Bonvoy Report Finds Hotel Loyalty Shifting Towards Everyday Value and Travel Experiences

A new report by Marriott Bonvoy shows that hotel loyalty across Asia Pacific excluding China (APEC) is evolving as travellers increasingly prioritise personalised experiences, everyday value and local travel preferences.

The Loyalty Trends Report 2026 by Marriott Bonvoy found that 89 per cent of travellers across the region are enrolled in at least one loyalty programme, although engagement patterns differ significantly between markets. The report suggests that travellers are moving away from uniform loyalty expectations, with travel interests and local behaviour shaping how members earn and redeem rewards.

According to the study, Food and Dining is the leading travel priority among APEC travellers, with 63 per cent saying culinary experiences influence their travel plans. Travellers focused on food experiences are also more likely to engage with hotel loyalty programmes through dining-related rewards and redemptions.

The report also identified Nature and Sightseeing, Shopping, Cultural Immersion, and Recharge and Disconnect experiences among the region’s leading travel priorities. Marriott Bonvoy noted that travellers seeking relaxation and wellness experiences represent an important opportunity for hotel loyalty growth, as they tend to spend more time engaging with hotel facilities such as spas, resorts and dining venues.

Hotel loyalty programmes remain the most widely used loyalty category across APEC, ahead of airline, retail and dining programmes, with 66 per cent of travellers participating in hotel rewards programmes. The study found that many travellers remain enrolled in programmes for more than two years, reflecting continued long-term engagement with hotel brands.

The report further highlighted the growing importance of everyday earning opportunities. Travellers across the region increasingly expect loyalty points to be earned through daily spending activities, including co-branded credit cards, dining, food delivery and retail purchases. More than half of respondents said they wanted easier ways to earn and redeem points through broader partner networks.

Marriott Bonvoy identified three distinct loyalty mindsets across the APEC region. Japan and South Korea were categorised as “Loyalty Strategists”, where travellers focus on maximising value through practical rewards and disciplined earning behaviour. Singapore, Australia and Thailand were identified as “Value Optimisers”, with travellers favouring flexibility, upgrades and visible travel benefits. India, Indonesia and Vietnam emerged as “Experience Seekers”, in which loyalty is closely linked to aspirational travel, exclusivity and partnership-led experiences.

John Toomey, Chief Commercial Officer, Asia Pacific excluding China at Marriott International, said hotel loyalty programmes need to adapt to changing traveller expectations and local market behaviour across the region.

The report is based on a survey of 1,731 travellers across Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand and Vietnam. The research was conducted by Kantar and included leisure and business travellers from middle-, high-, and affluent-income groups.

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