A Skift ranking of 14 major hotel loyalty programs by number of members per available room may raise questions about how the companies measure success in their increasingly popular rewards programs.
When measured by members per available room, a ratio that accounts for each company’s size, Chinese giant H World Group beat its peers, with 243 loyalty members for every room it operates. That’s nearly double the rate of Marriott Bonvoy, the industry’s second-largest program by raw, absolute membership count, which logged just 143 members per room.
Global Hotel Alliance, a collection of independent hotel brands (including Minor International), came in second, at 219 members per room. BWH Hotels (the parent brand of Best Western) ranked third, with 190 members per room.
Hilton reported 174 members per room, coming in fourth.
Some of the industry’s biggest names landed in the middle of the pack, with Hyatt and Radisson logging 159 members per room.
