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In today's fiercely competitive hospitality industry, the best hotel rewards programs have become a cornerstone for both travelers and hotel brands. These programs offer a valuable way for guests to earn hotel points, enjoy exclusive benefits, and enhance their overall experience. For hotels, loyalty programs like Choice Privileges not only drive repeat business but also foster long-term relationships with guests.
As travelers increasingly seek out the best value for their stays, understanding and leveraging these rewards programs has become essential for making informed travel decisions and maximizing the benefits of loyalty.
What is a loyalty program in a hotel?
"Loyal customers, they don't just come back, they don't simply recommend you, they insist that their friends do business with you." - Chip R. Bell
A hotel loyalty program is a strategic initiative by hotel brands to reward and retain their most valuable guests—those who frequently choose to stay within the brand's portfolio of properties. These programs offer a range of benefits designed to enhance the guest experience and encourage repeat bookings. The best hotel rewards programs provide travelers with the opportunity to earn rewards points for every dollar spent on hotel stays, which can later be redeemed for free nights, room upgrades, and other exclusive perks.
Hotel loyalty programs are especially appealing to business travelers and those who frequently stay with a particular hotel chain. As members accumulate reards points, they can achieve elite status levels, unlocking even more valuable benefits such as complimentary breakfast, late checkouts, and access to exclusive lounges. These elite tiers are often the defining feature that distinguishes the best hotel rewards programs, as they provide an elevated level of service and recognition for the most loyal guests.
In contrast to hotel memberships, which might require an annual fee and offer a more static set of benefits, loyalty programs are typically free to join and designed to reward ongoing loyalty. Members earn rewards points through their stays and can redeem them across a variety of properties within the hotel brand. This flexibility makes loyalty programs a popular choice for travelers who seek to maximize the value of their hotel stays without committing to a single, fee-based membership.
How do loyalty programs improve guest experience?
Loyalty programs are a powerful tool for enhancing guest experiences and building lasting connections with travelers:
a. Personalized offers tailored to travelers' preferences
Loyalty programs often use data analytics to understand members' preferences and travel habits. This allows hotel brands to offer personalized deals and promotions, such as room upgrades or dining credits, which significantly enhance guest satisfaction by making their hotel stays more tailored and enjoyable.
b. Exclusive deals and benefits for elite members
The best hotel rewards programs, like Choice Privileges, offer elite status to frequent travelers, providing them with exclusive perks such as complimentary breakfast, late checkouts, and access to premium services. These exclusive benefits create a sense of recognition and appreciation, encouraging continued loyalty among business travelers and frequent guests.
c. Hotel rewards programs can help brands offer enhanced services
Loyalty program members often receive priority check-in, free Wi-Fi, and other enhanced services that improve the overall guest experience. These added conveniences make hotel stays more seamless and enjoyable, fostering a stronger connection between the traveler and the hotel brand.
d. Opportunities to redeem reward points for memorable experiences
Loyalty programs allow travelers to redeem rewards points not just for free nights, but also for unique experiences like spa treatments, dining experiences, or local tours. These redemption options provide guests with opportunities to create memorable and personalized stays, adding significant value to their hotel stays.
e. Recognition through status and rewards
Achieving elite status within a loyalty program is a powerful motivator for travelers. The recognition that comes with status—whether through personalized greetings, room upgrades, or special privileges—reinforces the guest's loyalty to the hotel chain and enhances their overall satisfaction with each stay.
f. Flexibility in redeeming rewards points
The best hotel rewards programs offer flexibility in how travelers can redeem their points, whether for hotel stays, flights, or other travel-related expenses. This flexibility allows guests to maximize the value of their reward points, making loyalty programs more attractive and beneficial to a wide range of travelers.
g. Building long-term relationships with hotel brands
Loyalty programs foster a sense of connection between the traveler and the hotel brand. As guests accumulate reward points and redeem them for valuable perks, they are more likely to return to the same hotel chains, thus building a long-term relationship that benefits both the guest and the hotel brand.
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What are the 7 best hotel loyalty programs?
The following analysis highlights the top seven hotel loyalty programs, including both major hotel chains and leading OTAs, showcasing how each program can help travelers maximize their rewards points, enjoy exclusive benefits, and elevate their hotel stays.
1. Expedia Rewards
- Overview of Benefits: Expedia Rewards members earn points for hotel bookings, access exclusive member pricing, and enjoy VIP access to select hotel perks.
- Unique Perks: Double points for bookings made through the Expedia app. Members can redeem points for hotel stays, flights, and other travel experiences, providing flexibility in how rewards are utilized.
- Member Pricing: Members get instant access to savings of 10% or more on select hotels, making it a strong contender among the best hotel rewards programs.
2. Booking.com Genius Loyalty Program
- Overview of Benefits: The Genius Loyalty Program offers discounts ranging from 10% to 20% on hotel bookings, free breakfast, and room upgrades, enhancing the value of each stay.
- Unique Perks: Early check-in and late checkout options provide added convenience, particularly for business travelers with tight schedules.
- Additional Benefits: Priority support and discounts on rental cars make this a well-rounded loyalty program for frequent travelers.
3. Hotels.com Rewards
- Overview of Benefits: Hotels.com Rewards members earn a free night for every 10 nights stayed, gain access to secret prices, and enjoy reward nights without blackout dates.
- Unique Perks: A price guarantee on bookings ensures travelers always get the best deal, with additional savings unlocked through Member Prices on selected properties.
- Flexibility: With no annual fee and the ability to redeem points across various hotel chains, this program appeals to travelers who prefer flexibility in their travel plans.
4. IHG One Rewards
- Overview of Benefits: IHG One Rewards members enjoy suite upgrades, food and beverage credits, and lounge membership, making it an attractive option for both leisure and business travelers.
- Unique Perks: IHG One Rewards' InterContinental Ambassador membership benefits, including free internet, guaranteed room availability, and complimentary upgrades, enhance the luxury of each stay.
- Earning and Redeeming Points: IHG One Rewards members earn 10 points per $1 spent at IHG hotels, with points redeemable for free nights, airline miles, and more.
5. World of Hyatt
- Overview of Benefits: World of Hyatt members enjoy club access, complimentary breakfast, waived resort fees, and late checkout, providing a premium experience at Hyatt properties.
- Unique Perks: The World of Hyatt Guest of Honor program allows Hyatt elite members to share their benefits with others, making it a standout feature among hotel rewards programs.
- Hyatt Points: Hyatt members earn 5 Base Points per $1 spent, with the ability to redeem Hyatt points for free nights, room upgrades, and exclusive experiences at luxury hotels.
6. Hilton Honors
- Overview of Benefits: Hilton Honors offers bonus Hilton points, room upgrades, free breakfast or food and beverage credit, and no Hilton resort fees on reward stays, adding value to each stay.
- Unique Perks: For Hilton Honors members, the fifth night free on Hilton stays booked with points, along with elite status gifts, makes Hilton Honors a top choice for travelers seeking extended stays.
- Guaranteed Hilton Honors Discount Rate: Hilton members enjoy guaranteed discounted rates, further enhancing the cost-effectiveness of this program.
7. Marriott Bonvoy Boundless and Marriott Bonvoy Brilliant
- Overview of Benefits: Marriott Bonvoy members (Marriott Bonvoy Boundless and Marriott Bonvoy Brilliant) receive lounge access, suite upgrades, welcome gifts, and late checkout from their Marriott points, making it a comprehensive loyalty program for luxury travelers.
- Unique Perks: United Premier Silver Marriott Bonvoy Elite status and up to $23,000+ worth of free amenities for top-tier members underscore the program's appeal to elite travelers.
- Earning and Redeeming Points: Marriott points can be redeemed for free nights, flights, and unique experiences, with members earning points across a wide range of Marriott hotel chains.
These seven hotel loyalty programs offer a blend of rewards, benefits, and unique perks that cater to different types of travelers. Whether you prioritize flexibility, luxury, or value, these programs provide opportunities to make the most of your hotel stays, ensuring that every trip is as rewarding as possible.
What is the largest hotel loyalty program?
Marriott Bonvoy is the largest hotel loyalty program globally, with over 177 million members and a network of 10,000 properties across 30 brands. This extensive reach includes everything from luxurious stays at The Ritz-Carlton to more budget-friendly options like Courtyard by Marriott. Marriott Bonvoy’s vast portfolio ensures that members have a wide range of accommodation choices, making it highly appealing for both business and leisure travelers.
The program is distinguished by its robust earning structure, offering 10 hotel points per dollar spent at most properties, and opportunities for accelerated point accumulation through promotions and partnerships. Marriott Bonvoy points can be redeemed for free nights, room upgrades, and exclusive experiences. Elite status tiers provide additional benefits such as late checkout, complimentary upgrades, and lounge access, enhancing the overall value for frequent travelers.
Other notable luxury hotel programs are Choice Privileges and Wyndham Rewards.
What is the best hotel loyalty program from OTAs?
When evaluating the best hotel loyalty program from Online Travel Agencies (OTAs), Expedia Rewards stands out as a leading choice. This program offers significant value for travelers, especially when combined with credit cards like the Chase Sapphire Preferred or Capital One Venture, which can amplify rewards through travel credit card benefits. Expedia Rewards members earn points for each hotel booking, with unique advantages including double points for reservations made via the Expedia app and access to Member Prices, which can unlock 10% or more discounts on select properties.
Booking.com Genius Loyalty Program is another notable OTA loyalty program. It provides impressive benefits such as 10%-20% discounts on bookings, free breakfasts, room upgrades, and priority support. This program is particularly valuable for frequent travelers and business travelers who appreciate perks like early check-in and late checkout options. With the flexibility to redeem points for substantial savings and exclusive offers, Booking.com Genius enhances the overall booking experience.
Accor Live Limitless (Accor ALL) is also a noteworthy OTA loyalty program. With a vast portfolio including luxury brands like Banyan Tree, Fairmont, and Raffles, as well as more affordable options such as Novotel and Ibis, ALL allows members to earn points for every eligible stay. These points can be redeemed for discounts on future bookings. Higher-tier members enjoy additional perks such as late check-out, welcome drinks, and room upgrades, making ALL a versatile and attractive program for diverse traveler needs.
How to promote a hotel rewards program?
To maximize the impact of a hotel loyalty program, it’s essential to employ effective promotional strategies that engage potential members and highlight the unique benefits offered.
1. Targeted advertising
- Leverage Data Analytics: Use customer data to create personalized ads targeting specific segments such as business travelers or frequent vacationers. For instance, Marriott Bonvoy’s targeted campaigns can highlight how Marriott points can be used for free nights and upgrades, appealing directly to high-value guests.
- Optimize for Search Engines: Incorporate keywords like "best hotel rewards" and "hotel points" in your digital marketing strategies to ensure visibility in search results. For example, campaigns promoting the Chase Sapphire Preferred or Capital One Venture can attract users interested in earning and redeeming points for hotel stays.
2. Strategic partnerships
- Collaborate with Travel Credit Card Providers: Form alliances with credit card companies such as American Express, Chase Sapphire Reserve, or Capital One Venture. These partnerships can offer co-branded rewards that enhance the value of hotel credit cards and loyalty programs. For instance, promoting a hotel’s elite status benefits through American Express Business credit cards can drive sign-ups and engagement.
- Work with Travel Influencers: Partner with influencers to showcase how your hotel rewards program offers value through real-life experiences. Highlight unique benefits such as late checkout or exclusive access, as seen with Accor Live Limitless and its perks at luxury hotels.
3. Social media engagement
- Showcase Member Benefits: Use platforms like Instagram and Twitter to highlight exclusive perks and member experiences. Share posts about how guests can use their Ink Business Preferred points for luxury stays or access elite benefits at properties participating in programs like Hyatt or Hilton Honors.
- Run Contests and Giveaways: Encourage engagement by hosting contests where participants can win rewards points or free nights. This strategy boosts visibility and attracts attention to programs such as Wyndham Rewards or Choice Privileges.
4. Email marketing
- Segmented Campaigns: Send targeted emails featuring tailored offers based on customer preferences and past behavior. Highlight special promotions or new benefits in programs like Marriott Bonvoy or Best Western Rewards. For example, exclusive offers on hotel stays or bonus points for using a Platinum Card can incentivize sign-ups and activity.
5. Customer testimonials and online reviews
- Showcase Success Stories: Present case studies of how guests have benefited from your hotel loyalty program. For example, a case study might demonstrate how a business traveler used Hilton Honors points to secure an upgrade or late checkout during a high-stakes trip.
- Highlight Member Experiences: Use testimonials from members who have redeemed points for extraordinary stays or perks. Sharing real-world examples helps potential members visualize the value of participating in programs like Accor Live Limitless or Marriott Bonvoy.
By implementing these strategies, hotels can effectively promote their loyalty programs, enhance brand visibility, and attract new members. Leveraging partnerships, targeted advertising, and engaging content ensures that hotel rewards programs stand out in a competitive market.
Maximize the potential of your hotel rewards programs with MARA
Hotel rewards programs are all about capitalizing on loyal customers. By offering the best hotel rewards and incentives, you not only increase their re-booking rates but also enhance your online reputation through their testimonials. In fact, our recent articles revealed that 89% of satisfied travelers are likely to recommend the business to their friends.
Boost your customer relationship with MARA AI Review Assistant. This intuitive tool streamlines your Online Reputation Management process, making it more efficient, personalized, and time-saving. It provides the most advanced and personalized AI for responding to and analyzing your guest reviews.
Streamlined Review Inbox
One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google, Booking.com, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.
Advanced Review Analytics
To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.
The most personal response AI
MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.
This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.
Managing online reviews need not be an overwhelming task. With the appropriate software, not only can you streamline the process, but you can also personalize your responses, and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.
Final Thought
Hotel loyalty programs, such as World of Hyatt, IHG One Rewards, and Wyndham Rewards, play a crucial role in enhancing guest experiences and building brand loyalty. World of Hyatt offers luxurious perks and exclusive benefits, which are ideal for travelers seeking high-end experiences. IHG One Rewards provides a robust range of rewards and elite status benefits, appealing to frequent guests, while Wyndham Rewards stands out for its flexibility and value across a broad hotel network.
Hotel credit cards further enhance the value of these loyalty programs, offering preferred credit benefits that amplify reward points and provide access to exclusive perks. By utilizing these cards, travelers can maximize their loyalty benefits, enjoy premium stays at luxury hotels, and make the most of their hotel experiences. Choosing the right program and credit card combination can significantly elevate travel experiences and foster long-term relationships with hotel brands.
This article is part of our hero content on The Complete Guide to Hotel Marketing: Strategies, Tools, and Best Practices
Frequently Asked Questions:
A loyalty program aims to foster long-term relationships between hotels and their guests by incentivizing repeat business. For hotels, the primary goals include increasing guest retention, encouraging repeat stays, and enhancing overall customer satisfaction. By offering rewards points, exclusive benefits, and personalized perks, such as upgrades and late checkout, hotels can create a compelling value proposition for guests. For travelers, loyalty programs provide access to valuable rewards and elite status benefits, making their stay more enjoyable and cost-effective. This approach not only boosts guest loyalty but also drives revenue growth through increased bookings and higher guest spend.
Hotel loyalty programs have proven highly effective in driving customer engagement and increasing bookings. According to industry reports, members of hotel loyalty programs are often 30% more likely to book directly with the hotel and tend to spend more during their stays. For instance, Marriott Bonvoy and Hilton Honors have shown significant success in retaining customers and enhancing brand loyalty. Case studies highlight that hotels offering robust rewards programs, such as those with substantial rewards points and elite status benefits, see higher guest satisfaction and retention rates. Programs like Accor Live Limitless and Chase Sapphire Reserve also illustrate how effective loyalty programs can be in fostering long-term customer relationships and driving profitability.
Customer loyalty is crucial for hotels as it contributes to sustained revenue and long-term business success. Loyal customers often provide a consistent revenue stream and can drive additional bookings through positive word-of-mouth referrals. They are more likely to stay at the same hotel brand repeatedly, leading to higher lifetime value and reduced marketing costs. For example, elite members of loyalty programs, who frequently utilize travel credit cards (especially premier credit card) like the Chase Sapphire Preferred or American Express Platinum Card, are valuable assets due to their increased spending and advocacy. The long-term benefits of cultivating loyal guests include improved occupancy rates, higher average daily rates, and a stronger market position.
While not all hotels have loyalty programs, their prevalence has been increasing in the industry. Major hotel chains like Marriott, Hilton, and Hyatt offer comprehensive loyalty programs, such as Marriott Bonvoy and World of Hyatt, to attract and retain customers. These programs often include features like rewards points, elite status benefits, and exclusive offers. In addition to large chains, many boutique and luxury hotels are adopting or partnering with loyalty programs to enhance their competitive edge. Trends indicate a growing adoption of loyalty initiatives across various hotel segments, driven by the need to differentiate offerings and build stronger customer relationships. Programs like Accor Live Limitless and Best Western Rewards exemplify this shift towards more widespread loyalty engagement in the hotel sector.
