9 Hotel Loyalty Program Statistics: A Must-Know in 2025
Hotel loyalty programs are essential in the hospitality industry because they influence customer decisions and boost revenue for major hotel chains. But just how much do they influence consumer behavior?
With that in mind, we’ll cover hotel loyalty program statistics that demonstrate how these programs affect customer spending and loyalty.
Hotel Loyalty Program Statistics: Key Numbers
- Loyalty members booked more than 59.2% of room nights at major hotel chains.
- 44% of consumers say loyalty programs influence their hotel selection.
- Hilton Honors has grown its membership base by 147% since 2018, reaching 210 million members.
- Marriott Bonvoy leads the hotel loyalty program sector with 228 million members.
Hotel Loyalty Program Growth, 2018 to 2024
| Rewards Program | Membership as of end of 2024 | Membership at end of 2018 | Percentage Gain |
|---|---|---|---|
| Accor Live Limitless (ALL) | 99 million* | 64 million | 54% |
| Best Western Rewards | 62 million | 32 million | 94% |
| Choice Privileges | 69 million | 35 million | 97% |
| GHA Discovery | 29.5 million | 13.6 million | 117% |
| Hilton Honors | 210 million | 85 million | 147% |
| World of Hyatt | 54 million | 16 million | 238% |
| IHG One Rewards | 145 million | 95 million* | 52% |
| J-Club | 199 million* | 181.6 million | 9% |
| Marriott Bonvoy | 228 million | 125 million | 82% |
| MeliáRewards | 15 million | 10 million | 50% |
| Radisson Rewards | 20 million | 11 million (as of end of 2022) | 88%* (since 2022) |
| Sonesta Travel Pass | 7 million | 1.07 million | 554% |
| Wyndham Rewards | 114 million | 65 million | 75% |
Source: Financial filings, Skift reporting.
- Loyal customers spend 22.4% more than sporadic customers and stay 28% longer.
- 58.7% said they do not participate in any hotel loyalty programs.
- 40% of customers enroll in hotel loyalty programs based on location convenience.
- Loyalty members booked 62% of Marriott and Hilton room nights.
- Members of loyalty programs contribute between 30% and 60% of room revenue.
- Between 2020 and 2021, the percentage of leisure travelers who were loyalty members of the hotel they stayed in on their most recent trip increased from 43 percent to 47 percent.
- In the first three months of 2022, Marriott Bonvoy reported 169 million members.
Sources:
- Are hotel loyalty and rewards programs enough to keep customers loyal to the brand? | LinkedIn
- Majority of Americans Say Loyalty Programs Influence Hotel Booking | Sevenrooms
- Hotel Loyalty Race: Marriott Leads, Hilton Is Gaining Fast — See the Top 13 Programs | Skift
- Your integrated, cloud property management system. | RMS
- What do consumers want from a hotel loyalty program? | Oracle
- Hilton HHonors and Marriott Rewards Rank Highest in a Tie in Overall Customer Satisfaction with Hotel Loyalty/Rewards Programs | Hotel News Resource & Nevistas
- Is it worth independent hotels having a loyalty program? | Net Affinity
- Travel Loyalty Programs Deep Dive 2022 | Skift
- The Ultimate Guide to Revitalizing Guest Loyalty and Revenues in 2023 | Hospitality Net
- Marriott International Reports Outstanding Second Quarter 2022 Results And Resumes Share Repurchases | PR Newswire
