How shifting guest behavior is prompting hotels to rethink rewards, recognition, and direct booking strategies
Dec 2, 2025
The latest insights from SiteMinder and Choice Hotels show that U.S. travelers are increasingly loyal to hotel brands that deliver flexibility, transparent value, and meaningful experiences. More guests are booking direct to gain control over changes, clearer communication, and better pricing options. In response, hotel groups such as Choice and Hilton are redesigning their loyalty programs with easier status tiers, more frequent rewards, and expanded point-use options. These shifts reflect a broader trend toward personalized, flexible loyalty ecosystems that reward ongoing engagement rather than infrequent, high-threshold stays.
Key takeaways
- Flexibility drives direct booking: Travelers increasingly book directly to gain better control over itinerary changes, clear communication, and more favorable rates and package options.
- Demand for greater reward value: Guests expect loyalty programs to offer more practical and frequent benefits, with easier point redemption and rewards that feel attainable.
- Shift toward premium experiences: More travelers are willing to pay for superior or luxury rooms, indicating a move toward more meaningful, elevated stays.
- Lower status thresholds across brands: Choice and Hilton both reduced the number of nights needed to reach elite tiers, making status recognition more accessible to a wider group of travelers.
- More frequent recognition and milestones: Choice now rewards members every five qualifying nights, addressing guest demand for more immediate and continuous acknowledgment.
- Expanded qualification pathways: Choice Privileges members can progress faster through Elite Qualifying Credits earned not only via stays but also through spending on the co-branded credit card.
- Point sharing reflects new travel patterns: Starting in 2026, Choice will allow point transfers to friends and family, supporting the rise in multigenerational and purpose-diverse travel.
- Rising loyalty program enrollment: Major hotel brands saw double-digit growth in membership, with Choice surpassing 73 million members as loyalty continues to strengthen across the industry.
Source: Choice Hotels, SiteMinder
