Global Hotel Alliance + Skift

🏨 Surveying over 9,000 travelers, Global Hotel Alliance finds 87% prioritize hotels with loyalty programs. Currently, travelers engage with 3-4 programs, up from 2-3. Simplicity and generosity rank high, with room upgrades and late checkout as top rewards. 79% of GHA members book directly, favoring apps. Loyalty now drives distribution, beyond rewards, enhancing brand engagement. AI features could boost membership value, with technology and everyday experiences expanding loyalty's scope. Independent hotels gain competitive edges through shared platforms.