What are the key factors in hotel loyalty programs?

For 74% of travelers, hotel loyalty programs are among the top factors of importance in determining their lodging preferences.

Users highlight brand trust, location and the ability to accumulate points with no expiration date as key benefits, according to a study conducted by U.S. News & World Report for Best Western.

The survey, conducted among 1,350 people, indicates that 51% of travelers accumulate points for their dream vacations, underscoring the importance of the ability to collect points with no expiration date as a key benefit.

In addition, their main purpose is to enjoy them on a family vacation. 

"The results of this study indicate that loyalty programs continue to be an important and determining factor in the purchase decision for 74% of travelers”, says Dorothy Dowling, senior vice president and chief marketing officer for Best Western.

In an increasingly competitive hotel landscape, travelers are simplifying and channeling their loyalty to an ever-shrinking number of programs. A trend that amplifies the importance of trust and brand reputation. 

Así 41% of respondents indicate that member loyalty is reinforced by the accommodation experience gained with each stay, with guests wanting tangible results in return for their loyalty. Likewise, 54% are very satisfied with the treatment received at hotels where they benefit from a loyalty program.

There are other primary factors to stimulate loyalty. On the one hand, the possibility of accumulating points without an expiration date, a key advantage, as almost a third of travelers cite the extinction of points as the most frustrating factor. 

Secondly, the easiness of booking, an aspect endorsed by almost half of those surveyed. Users also say that exclusive discounts also play a major role.

Lastly, 20% of respondents say that having hotels in their usual travel destinations is a very significant factor in encouraging loyalty. Thus, brand trust and location outweigh all other factors affecting loyalty, including the potential to accumulate points.