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The battle for your booking: How hotels are using loyalty programmes to woo travellers
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Today, hotel loyalty programmes are more inclusive and accessible than ever.
PHOTO: THE ASCOTT LIMITED
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- Hotel loyalty programmes are increasingly competitive, with membership growing to 675 million in 2024. Travellers now expect instant rewards, flexibility and personalisation.
- IHG and Millennium Hotels emphasise direct bookings for better customer journey control and tailored experiences. Strategic partnerships expand hotel networks and stay options.
- Travellers should strategically use loyalty points, considering dynamic redemption rates and potential devaluation and to focus on programmes that align with their travel habits.
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SINGAPORE – The battle for travellers’ loyalty is heating up. Hotels worldwide are doubling down on loyalty programmes as competition stiffens, bringing vacationers more choice, better deals and increasingly enticing rewards.
In 2024, the global hotel loyalty membership base grew to more than 675 million members, up 14.5 per cent from 2023, according to an April report by American commercial real estate services and investment firm CBRE.
