The rules of guest loyalty are changing, and hoteliers are changing pace with a new survey revealing that about 7 in 10 travellers (68%) now say they’ll stay loyal to hotels that deliver standout, personalised experiences.
This shift in loyalty is unmistakable: among Gen Z, the Mews survey revealed that personalisation reigns over points (83%). It also showed that 71% of high-income earners also prefer experiences tailored to them versus loyalty points.
“The era of transactional loyalty is over,” says Richard Valtr, Founder of Mews. “Today’s travellers want genuine recognition – the kind that comes from truly understanding who your customer is, why they have come and what they aim to achieve during their trips. More personalized experiences, less loyalty tiers.
“The hotels that foster continuous and meaningful relationships with their guests, where they understand their preferences and deliver experiences that are memorable and meaningful, are the ones that will see guests return time and time again.”
The poll of 2,000 travellers found that only 24% say hotel rewards are the most valuable (behind grocery store rewards, credit card points, gas rewards and airline miles).
Additionally, 82% of current hotel loyalty members cite frustrations with traditional programs, including points expiring too quickly (28%), blackout dates (24%), and difficulty earning meaningful rewards (23%). These challenges are driving travellers, especially younger and affluent segments, to seek alternatives.
Not surprisingly, customer service is the ultimate loyalty builder: while 88% of travellers will return if hotels consistently meet expectations, poor service (62%), facility issues (51%), and room problems (49%) remain the fastest ways to lose loyal guests.
The shift is clear: hospitality needs to move from transactions to true connections. Points systems and loyalty tiers are being replaced by real-time recognition, seamless digital experiences, and tailored offerings that make every guest feel like a VIP.
“Having a captive audience for at least eight hours of a guest stay while they sleep is a great privilege, however the real potential for hotel brands lies in creating experiences that extend beyond just an overnight visit,” added Valtr.
“The brands that are succeeding are evolving to become a part of their guests’ 24-hour experience and evolve this into becoming relevant in their daily lives, delivering truly personalised experiences all year round.
“This could mean a guest who spends their holidays at a branded residence, works from that same brand’s workspace when on the move, and uses their gym in their home city. “It’s about offering them the experiences they want, no matter where they are. This marks a significant shift in loyalty, away from simply collecting points and toward integrating the brand into the guest’s everyday life.”
