Top 7 Hotel Loyalty Programs in 2024

In the competitive hospitality industry, building and maintaining customer loyalty is crucial for long-term success. Hotel loyalty programs are one of the most effective ways to achieve this.

In 2024, the best hotel loyalty programs not only reward guests but also create meaningful connections and enhance their overall experience.

Here’s how hotel brands can promote loyalty through top hotel loyalty programs.

What are loyalty programs in the hotel industry?

A hotel loyalty program, also known as a hotel rewards program, is a strategic marketing initiative aimed at retaining existing guests and attracting new ones.

These programs offer free enrollment and provide various rewards based on guest engagement and stay frequency.

Members earn points or benefits, such as complimentary stays during their travels, room upgrades, and exclusive discounts, which enhance their overall experience and encourage repeat visits.

How do I create a hotel loyalty program?

To create a hotel loyalty program, a brand should follow these steps: first, decide between building your own rewards platform or using an existing service. Here you can find five benefits of choosing a white-labelled solution.

Next, define what "loyalty" means for your hotel and establish clear, simple criteria for earning rewards.

Then, design personalised and memorable rewards that enhance the guest experience.

Finally, regularly survey your guests to ensure the rewards meet their preferences and needs.

Why hotel loyalty programs matter

Hotel loyalty programs are designed to reward repeat guests, encourage direct bookings, and foster long-term relationships. The key benefits include:

• Increased Customer Retention: Loyal customers are more likely to return and recommend your brand to others.
• Direct Bookings: Loyalty members often book directly through your website, reducing reliance on third-party booking platforms.
• Enhanced Customer Experience: Personalised rewards and exclusive benefits improve the overall guest experience.

Top hotel loyalty programs and how they promote loyalty

1. Marriott Bonvoy

Marriott offers a diverse selection of hotels catering to various price ranges, yet their loyalty program remains remarkably user-friendly.

Beginning with "Member status," you can advance through five distinct tiers based on your annual qualifying nights at Marriott properties. As you accumulate more nights, the percentage of points earned per transaction rises, unlocking enhanced benefits.

The program's effectiveness stems from its broad range of rewards, spanning complimentary hotel stays to opportunities for transferring points to partner airlines.

These are just a few of the reasons why Marriott’s loyalty program is one of the best hotel loyalty programs and why it made our 101 of the best loyalty programs list. 

Key Features:

• Diverse Earning Opportunities: Points can be earned not just through stays but also via dining, car rentals, and more.
• Personalised Experiences: Elite members receive tailored rewards such as customised welcome gifts and exclusive access to experiences.
• Mobile App Integration: The Marriott Bonvoy app offers seamless booking, check-in, and loyalty management, enhancing the user experience.

Promotional Strategies You Should Use:

• Personalised Marketing: Use data analytics to understand member preferences and tailor marketing campaigns accordingly.
• Exclusive Member Rates: Offer special rates to members to encourage direct bookings and repeat stays.
• Mobile Engagement: Leverage the app to send personalised offers and notifications, enhancing engagement.

2. Hilton Honors

The Hilton Honors rewards program is widely recognized as one of the best hotel loyalty schemes, allowing members to accumulate points through various channels such as booking stays at Hilton properties and dining at participating restaurants.

Points earned can be redeemed for a range of rewards including experiences, air travel, hotel stays, and shopping on Amazon, among others. Each membership tier within the program provides additional benefits such as complimentary Wi-Fi, rollover nights, room upgrades, and booking guarantees.

Its success lies in the diversity of earning opportunities, which include hotel stays, dining expenditures, Hilton Honors American Express card usage, and participation in surveys.

Key Features:

• Flexible Redemption Options: Points can be used for free nights, experiences, and more, offering flexibility to members.
• Elite Status Benefits: Members enjoy complimentary breakfast, late check-out, and room upgrades.
• Partnerships: Hilton Honors partners with airlines, car rental companies, and retailers, allowing members to earn and redeem points across various services.

Promotional Strategies You Should Use:

• Partnerships and Collaborations: Form strategic partnerships to offer additional earning and redemption options, increasing the program’s value.
• Targeted Promotions: Use segmentation to target different member tiers with appropriate offers and incentives.
• Event-based Loyalty: Rewards customers for any activities: from customer reviews to sign-ups to your website or app to the majority of public social media interactions.

3. World of Hyatt

The World of Hyatt hotel loyalty program offers a tiered membership structure with four levels designed to reward frequent guests with escalating benefits.

Base benefits include complimentary standard internet, potential free breakfast, discounts on Member Rate reservations, while benefits for higher tiers include a dedicated check-in line, late checkout upon request, access to hotel club lounges, complimentary parking, and enhanced room upgrades including standard suites.

Overall, World of Hyatt's program stands out for its comprehensive rewards structure, offering members multiple pathways to elite status and abundant opportunities to earn and redeem points across various hotel and experiential categories.

Key Features:

• Wellness and Lifestyle Integration: Members can earn points through stays and wellness experiences, reflecting a holistic approach to loyalty.
• Exclusive Events: Access to unique events and experiences enhances the emotional connection with the brand.
• Tiered Benefits: Clear progression through membership tiers encourages continued loyalty and higher engagement.

Promotional Strategies You Should Use:

• Experience-Based Rewards: Focus on offering unique experiences and the right incentives that cater to members’ interests and preferences.
• Clear Communication: Clearly communicate the benefits of each membership tier and the path to achieving elite status.
• Tiered Loyalty Program: The tiered structure is a great option for a hotel chain - it’s really aspirational and higher tiers offer rewards that feel more exclusive and VIP-like.

4. IHG One Rewards

The IHG One Rewards hotel loyalty programs for business travellers offers multiple avenues for earning points, with hotel stays being the primary method. One of the best hotel loyalty programs, IHG One Rewards offers several tiers to earn points and get rewards.

At the Club level, which is automatically granted upon enrollment, members enjoy exclusive rates, no blackout dates on points bookings, and complimentary internet. Higher benefits include room upgrades, guaranteed room availability, welcome amenities, and late checkout privileges. 

IHG's loyalty program emphasises flexibility and rewards members with generous points earning potential through hotel stays, credit card usage, and various partner activities.

Key Features:

• Global Reach: A vast network of properties ensures members can earn and redeem points worldwide.
• Member Recognition: Elite members receive personalised recognition and service enhancements.
• Bonus Points Promotions: Regular promotions offering bonus points for stays and other activities.

Promotional Strategies You Should Use:

• Global Consistency: Ensure a consistent loyalty experience across all properties worldwide.
• Bonus Points Campaigns: Regularly offer bonus points promotions to incentivize bookings and engagement.
• Personal Touch: Implement personalised touches for loyal members and focus on tailored rewards for each segment. Remember one size does not fit all!

5. Accor Live Limitless

Accor's loyalty program is complementary to join and provides diverse perks depending on your elite status level and the brand you stay with: members accumulate points during eligible stays that can be used for future stay discounts or donated to charity.

Advancing through the tiers unlocks additional privileges such as late check-out, welcome drinks, and room upgrades. Members can also transfer their points to 29 airline mileage programs.

This tiered approach enhances Accor's appeal by offering aspirational rewards. Higher tiers provide exclusive and VIP-like benefits, fulfilling the desires of many hotel customers seeking elevated treatment.

Key Features:

• Lifestyle Integration: Points can be earned and redeemed not just for stays but also for dining, events, and wellness activities.
• Seamless Technology: A user-friendly app and website make it easy for members to manage their accounts and bookings.
• Exclusive Access: Members enjoy exclusive access to events, dining experiences, and partner offers.

Promotional Strategies You Should Use:

• Lifestyle Focus: Highlight the lifestyle benefits of the program to attract a broader audience.
• Seamless Technology: Invest in technology to ensure a seamless and user-friendly experience for members.
• Exclusive Offers: Regularly update members with exclusive offers and events to keep them engaged.

6. Best Western Rewards

Best Western Rewards stands out among hotel loyalty programs with its expansive global presence, offering properties ranging from budget-friendly SureStays to exclusive Premier Collection locations across more than 100 countries and territories worldwide.

Members can easily get elite status through stays or status matches from other loyalty programs, granting immediate perks like early check-in and late checkout.

Best Western Rewards caters to both occasional travellers and loyal patrons alike, emphasising accessibility and value across its diverse portfolio of properties and reward options.

Key Features:

• Global Reach: An extensive network of hotels worldwide ensures broad earning and redemption opportunities.
• Elite Status Matching: Quick access to perks such as early check-in and late checkout through status matches.
• Points Never Expire: Points are valid indefinitely, offering flexibility in redeeming for free nights or other rewards.

Promotional Strategies You Should Use:

• Tiered Benefits: Enhance loyalty with tier-specific bonuses and exclusive perks to encourage repeat stays.
• Points Earning Opportunities: Regular promotions and partnerships, including credit card spending and partner offers, bolster points accumulation.
• Redemption Flexibility: Options ranging from free hotel nights to gift cards and charitable donations provide versatile rewards for members.

7. Expedia One Key

Launched in mid-2023, Expedia One Key revolutionises travel rewards by integrating three major platforms: Expedia, Hotels.com, and Vrbo. This unified program allows travellers to earn "OneKeyCash" across diverse travel bookings regardless of the brand or destination. 

One Key uniquely caters to those who prefer booking through an online travel agency without loyalty to specific hotel chains, providing a straightforward path to accumulate rewards for future trips.

Expedia One Key simplifies travel rewards for global explorers, combining convenience with comprehensive earning and redemption options across its expansive network of travel services.

Key Features:

• Multi-Brand Integration: Earn OneKeyCash on bookings across Expedia, Hotels.com, and Vrbo, covering flights, accommodations, car rentals, cruises, and activities.
• Elite Status Tiers: Progress through Blue, Silver, Gold, and Platinum tiers based on "trip elements" collected annually, unlocking increased earning rates and exclusive benefits.
• Flexible Redemption: Redeem OneKeyCash for various travel expenses including hotel stays, flights, car rentals, and activities, enhancing travel affordability and flexibility.

Promotional Strategies You Should Use:

• Tiered Benefits: Offer tier-specific bonuses such as accelerated cash earnings and enhanced discounts to incentivize frequent bookings and elite status attainment.
• Broad Earning Categories: Promote broad earning categories like flights and non-flight bookings to maximise points accumulation, appealing to diverse traveller preferences.
• Integration with Partners: Collaborate with credit card issuers and online shopping portals to facilitate additional rewards accumulation, fostering a robust rewards ecosystem for members.

Best practices for promoting hotel loyalty programs

1. Personalization: Use data to understand your guests and offer personalised rewards and communications in your hotel rewards program.
2. Technology Integration: Invest in mobile apps and online platforms to make it easy for hotel loyalty schemes members to access and manage their loyalty accounts.
3. Strategic Partnerships: Collaborate with airlines, car rental companies, and other partners to offer more earning and redemption options.
4. Clear Communication: Ensure members are aware of the benefits and how to achieve higher status levels through clear and consistent communication.
5. Feedback and Improvement: Continuously gather feedback from members and use it to improve your hotel loyalty scheme.