The annual report, What Travellers Want Most From Loyalty Programmes, surveyed more than 9,000 GHA DISCOVERY members worldwide and found that 87% of respondents would choose a hotel with a global loyalty programme over a similar hotel without one. The preference was strongest in India, where 93% of respondents said they would do so, followed by Japan and Singapore at 91%.
“Loyalty programmes have evolved from a nice-to-have perk into a powerful driver of customer choice,” said Kristi Gole. “They drive where customers stay and how they book, unlocking both incremental demand and more profitable distribution.”
EVP Strategy at Global Hotel Alliance
The study found that generosity remains the most valued programme attribute, cited by 48% of members, well ahead of novelty at 7%. Simplicity and transparency followed at 16% each, pointing to continued demand for clear and easy-to-understand benefits. In Japan and Singapore, the preference for generosity reached 60%, indicating a stronger focus on tangible rewards among travellers who are more selective about programme participation.
Stay-related benefits continue to dominate member preferences. Room upgrades ranked highest at 59%, followed by other benefits such as complimentary breakfast and late checkout. Elite tier members placed greater emphasis on upgrades, hotel quality and ease of reward redemption, while entry-level members were more motivated by discounted rates. Across all markets, respondents consistently prioritised core hotel benefits.
The findings also show that travellers increasingly expect loyalty programmes to provide value beyond the hotel stay. Some 71% of respondents said a loyalty programme becomes more attractive when it includes partner benefits outside its core business, such as status matches and other travel-related advantages.
Loyalty benefits were also shown to influence booking behaviour. Complimentary breakfast increased the likelihood of booking direct to 85%, while dedicated VIP customer service for Titanium tier members influenced 80% of respondents to choose GHA DISCOVERY over competing programmes. The research indicates that while programme scale and network size remain relevant, travellers are increasingly influenced by targeted benefits that are easy to understand and use.
Within GHA DISCOVERY itself, hotel quality emerged as the most appreciated feature of the programme, cited by 60% of respondents. This was followed by the ease of earning and spending DISCOVERY Dollars, mentioned by 58% of members. That marked a nine-point increase compared with last year and a 13-point lead over the next-ranked programme in the study. Hotel benefits, including upgrades and on-property privileges, were highlighted by 56% of respondents.
“Today’s travellers are very clear about what they value in a loyalty programme – it’s not complexity or novelty, but generosity, simplicity, and benefits they can immediately understand and use”, continues Gole. “At the same time, expectations are expanding beyond the stay, with travellers increasingly looking for programmes that deliver broader lifestyle value through meaningful partnerships.”
Alongside the value placed on loyalty programmes, the research found that travellers are increasingly seeking journeys that deliver personal growth. Globally, 80% of respondents said they are looking for travel experiences that help them grow, change or see the world differently. This preference was particularly strong in Japan at 91%, followed by China at 90%, Italy at 88%, and both India and the UAE at 86%.
Off-season travel is also emerging more clearly in traveller preferences, especially as high demand for trending destinations makes authentic experiences harder to access during peak periods. The report found that off-season travel was most appealing among members in Canada at 45%, followed by Australia and the United States at 41%, and Germany at 39%. According to the findings, quieter travel periods are associated with more genuine destination experiences and can also help hotels smooth occupancy across the year.
Spending time with family and friends was identified as the leading global motivation for travel at 38%, followed by exploring new cultures and destinations at 30%. Bucket list trips ranked third at 18%, while solo travel at 6%, spontaneous discovery trips at 4% and learning a new skill at 3% remained smaller motivators overall.
The report also highlighted significant differences between markets. India recorded the strongest emphasis on spending time with family and friends at 49%, Japan led in cultural exploration at 45%, and Spain stood out for bucket list travel at 30%. These findings reflect demand for travel experiences that support shared stays, family-friendly amenities, local activities and deeper cultural engagement.
Bleisure travel also remains a significant trend. According to the research, 76% of business travellers said they are likely to extend work trips for leisure. China led this behaviour at 87%, followed by India and Singapore at 81% each. The data points to continued interest among professionals in combining work obligations with local exploration and longer stays, suggesting that loyalty programmes designed to support both business and leisure travel may strengthen member engagement.
“Today’s travellers are seeking more than just a place to stay – they want meaningful, enriching experiences,” said Gole. “Our research shows that loyalty programmes are increasingly shaping both hotel choice and booking behaviour, making them a critical driver of commercial performance. The most effective programmes are those that are generous, simple, and transparent, recognising members in meaningful ways while unlocking access to exceptional hotels and experiences worldwide.”
