Findings from GHA Research

The Global Hotel Alliance (GHA) has highlighted the significant impact of loyalty programs on hotel selection, revealing that 87% of travelers prefer hotels that offer these incentives. This research, conducted with over 9,000 GHA DISCOVERY members globally, points towards a rising emphasis on loyalty schemes within the hospitality sector.

The analysis indicates that generosity stands out as the most valued trait for these programs, with 48% of participants prioritizing it over novelty. In countries like Japan and Singapore, this figure surges to 60%. Moreover, 71% of travelers show appreciation for loyalty programs that provide additional partner benefits, including airline miles.

Kristi Gole from GHA stated, “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.”

The study also revealed a shift towards purpose-driven travel, with 80% of respondents looking for transformational experiences, a trend most pronounced in Japan, China, and Italy. The idea of ‘bleisure’ travel, which merges business commitments with leisure activities, is also on the rise, as 76% of business travelers are likely to extend their trips for leisure purposes.

GHA DISCOVERY emphasizes its straightforward approach and the convenience of earning and spending DISCOVERY Dollars, with 58% of members affirming these aspects as key benefits. The results call attention to the necessity for loyalty programs to develop clear, valuable rewards along with expansive lifestyle perks to align with evolving traveler expectations.