Loyalty Program Trends: Benefits and Costs Continue to Rise
💰 **2024 Hotel Loyalty Program Insights:** Hotel loyalty program fees rose by 3.9% in 2024, surpassing increases in room occupancy (1.3%) and room revenue (2.7%). Loyalty program fees averaged 2.2% of rooms revenue, with upper-upscale hotels incurring the highest fees. Membership soared by 14.5% to over 676 million, outpacing room growth of 6.7%. Members contributed 52.8% to occupancy, with loyalty-driven room nights up 12%. Brands expanded portfolios to engage the growing membership base.
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