Loyalty Programmes Influence Hotel Choice and Travel Trends

Travel Trends and Loyalty Programmes Shaping Guest Decisions

New research from Global Hotel Alliance (GHA), supported by Bond Brand Loyalty, highlights changing traveller priorities and the growing role of loyalty programmes in booking decisions. The report, based on responses from more than 9,000 GHA DISCOVERY members worldwide, provides insight into how expectations are influencing hotel selection and guest engagement.

The findings show that 87% of respondents would choose a hotel offering a global loyalty programme over a similar option without one. This preference is more pronounced in markets such as India (93%), Japan and Singapore (91%).

What travellers value in loyalty programmes

The research indicates that travellers prioritise practical and easy-to-understand benefits. Generosity is the most cited factor, mentioned by 48% of respondents, followed by simplicity and transparency at 16% each.

Stay-related benefits continue to shape preferences. Room upgrades are the most valued (59%), followed by complimentary breakfast and late checkout. Higher-tier members tend to focus on upgrades and ease of redeeming rewards, while entry-level members are more influenced by discounted rates.

There is also increasing interest in benefits beyond hotel stays. Around 71% of respondents said programmes become more appealing when they include partner offers such as status matches and travel-related perks.

Loyalty programmes and booking behaviour

The study highlights how specific benefits influence booking decisions. Complimentary breakfast increases the likelihood of booking directly with a hotel to 85%, while dedicated customer service for higher-tier members influences 80% of respondents to choose a particular programme over alternatives.

Within the GHA DISCOVERY programme, respondents highlighted hotel quality (60%) and ease of earning and using rewards (58%) as key factors.

Travel motivations and changing expectations

Beyond loyalty programmes, traveller expectations are evolving as well. Around 80% of respondents indicated a preference for trips that offer personal growth or new perspectives, reflecting interest in more experience-led travel.

Spending time with family and friends remains the main reason for travel globally (38%), followed by exploring new destinations and cultures (30%). Other motivations include bucket list trips (18%) and solo travel (6%).

Off-season travel is also gaining attention, offering travellers a different way to experience destinations while helping hotels manage demand year-round.

Bleisure travel continues to grow

The report also points to the continued rise of “bleisure” travel. Around 76% of business travellers said they are likely to extend work trips for leisure, particularly in markets such as China, India and Singapore.

This shift suggests that loyalty programmes that cater to both business and leisure needs may see higher engagement, as travellers look to combine work commitments with personal experiences.