Accenture’s latest Consumer Pulse survey, Me, my brand, and AI: The new world of consumer engagement, of 18,000 consumers across 14 countries, found that half of loyalty members claim that hotel loyalty programmes are no longer delivering the value they once promised.
It explored how the adoption of AI is reinventing the consumer-brand relationship, influencing not just what people buy, but how they think, feel and engage.
According to the 2025 report, 43% of loyalty programme members are active generative AI (gen AI) users, defined as people using gen AI tools at least weekly for personal and/or professional reasons, compared to 16% of non-members.
The survey revealed a somewhat paradox in the hospitality industry where loyalty programmes remain a valuable tool to increase customer retention, drive higher lifetime value, and deliver stronger brand advocacy, with hotels leading the pack versus other consumer industries, there is a growing dissatisfaction among travellers regarding the value of these programmes.
Loyalty schemes still matter but perceived value waning for some with nearly 6 in 10 (57%) participate in hotel loyalty schemes but, 50% of loyalty members said hotel loyalty programmes no longer offer the value they once did.
Gen AI potential for transforming loyalty programmes by enabling hyper-personalisation and dynamic engagement 43% of hotel loyalty members are already active gen AI users, compared to just 16% of non-members and are 1.9x more likely to describe gen AI as a “good friend” and 1.6x as likely to use a personal AI assistant to autonomously solve their travel needs from initial inspiration to a seamless return home.
Younger generations (Gen Z and Millennials) are 19% more likely than older generations (Gen X and Boomers) to participate in loyalty programmes but are also quicker to shift allegiance when disappointed.
It found that majority (89%) of hotel loyalty members want to choose their own rewards, while luxury travellers are 25% more likely to join hotel loyalty programmes, but their expectations are higher, too. For example nine in 10 of them would like to shape their own experiences.
Moreso, more than nine in 10 (92%) of loyal hotel customers have recommended their favourite hotel brand or sub-brand to someone else.
“Hotel loyalty programmes still have strong pull amongst guests, especially younger generations, however they risk losing some of their appeal by not evolving beyond transactional points for perks,” said Emily Weiss, senior managing director and global travel lead of Accenture.
“While point-based loyalty programmes still have their place, they need to compete with experience-led rewards that capitalize on guests’ desires for immediate satisfaction and personalisation.
“A growing number of brands are using AI to improve customer experience with loyalty programmes. For instance, these brands are using the technology to segment customer data and use this insight to tailor offers to the individual needs of each guest to further enhance satisfaction, boost revenues and garner loyalty.
“By leveraging gen AI, hotels can craft experience-led rewards that feel more personal and meaningful, moving beyond generic, points-based loyalty to create moments that resonate,” she added.
“This can help hotels create memorable experiences, streamline operations, and strengthen guest relationships, ultimately helping to boost loyalty and repeat business.”
