Hotel loyalty program behavior in 2023 is anything but subtle, from 62% of nights booked by loyalty members to loyalty redemptions driving 28% of global hotel bookings. Even with the same hotel properties, loyalty members stayed 4.2 times per year on average and spent 22% more per stay, while 71% booked direct through program apps. Below, we break down what that means for incremental revenue, points redemption patterns, and retention rates across the biggest brands.
Key Takeaways
- In 2023, 62% of nights stayed by loyalty members vs 38% non-members globally
- Active loyalty members stayed 4.2 times per year on average in 2023
- 71% of loyalty members book direct via program apps in 2023
- In 2023, loyalty programs generated $25B in incremental revenue for hotels
- Loyalty members spent 22% more per stay than non-members in 2023
- Direct bookings via loyalty channels worth $180B globally 2023
- In 2023, Marriott Bonvoy reached 210 million members globally, a 15% increase from 2022
- Hilton Honors surpassed 190 million members by end of 2023, up 10% YoY
- IHG One Rewards grew to 140 million members in 2023, reflecting 12% annual growth
- In 2023, loyalty redemptions accounted for 28% of all hotel bookings globally
- Average points redeemed per stay was 45,000 in top programs 2023
- Free night redemptions surged 21% YoY to 150 million in 2023
- 92% of loyalty members recommend their program in 2023 surveys
- Net Promoter Score for top programs averaged 68 in 2023
- 81% of members would stay loyal even without perks in 2023
In 2023, loyalty drove most hotel demand, with direct stays, strong retention, and $25B incremental revenue.
Related reading
01 · Category
Engagement Metrics27 stats
01
In 2023, 62% of nights stayed by loyalty members vs 38% non-members globally
02
Active loyalty members stayed 4.2 times per year on average in 2023
03
71% of loyalty members book direct via program apps in 2023
04
Email open rates for hotel loyalty newsletters averaged 28% in 2023
05
App engagement sessions per user reached 12 per month for top programs in 2023
06
45% of members redeemed points monthly in 2023
07
Social media interactions with loyalty programs up 33% YoY in 2023
08
Personalization drove 52% higher engagement rates in 2023 programs
09
67% of members used tier benefits at least once quarterly in 2023
10
Mobile check-ins via loyalty apps hit 55% adoption in 2023
11
Gamification features boosted engagement by 29% in 2023
12
39% of members participated in co-branded credit card usage in 2023
13
Challenge-based earning increased nights stayed by 18% in 2023
14
84% retention rate for engaged loyalty members in 2023
15
Partner ecosystem usage (airlines, cars) at 26% of members in 2023
16
Push notification opt-in led to 41% higher bookings in 2023
17
Elite members engaged 3.5x more than base level in 2023
18
Leisure travelers showed 22% higher app usage than business in 2023
19
51% of members shared loyalty experiences on social media in 2023
20
Feedback surveys response rate averaged 34% for loyalty members 2023
21
Status match programs engaged 15% of competitive switchers in 2023
22
Virtual events participation up 47% post-pandemic in 2023
23
73% of frequent users track points daily via apps in 2023
24
Referral programs saw 12% member growth via invites in 2023
25
Weekend stay bonuses claimed by 61% of members in 2023
26
28% of engagement comes from non-stay activities like dining in 2023
27
Personal offers clicked 2.1x more than generic in 2023
Interpretation
Engagement Metrics Interpretation
Engagement Metrics show loyalty members are staying far more often, with their nights rising to 62% globally and active members averaging 4.2 stays per year in 2023, supported by strong direct app booking where 71% use program apps.
02 · Category
Financial Performance25 stats
01
In 2023, loyalty programs generated $25B in incremental revenue for hotels
02
Loyalty members spent 22% more per stay than non-members in 2023
03
Direct bookings via loyalty channels worth $180B globally 2023
04
Co-branded cards earned hotels $4.2B in fees in 2023
05
Loyalty drove 15% margin uplift for top chains in 2023
06
Redemption costs averaged $0.007per point for hotels 2023
07
Elite perks cost 8% of loyalty revenue but yield 35% loyalty 2023
08
Program acquisition cost per member dropped to $12in 2023
09
Lifetime value of loyalty member averaged $5,200in 2023
10
28% of ADR premium from loyalty repeat business in 2023
11
Partner revenue sharing totaled $3.8B for hotels 2023
12
Loyalty reduced OTA commissions by $12B industry-wide 2023
13
Upsell revenue from loyalty members up 19% to $6.5B 2023
14
Breakage rates contributed $2.1B unredeemed value 2023
15
Personalization ROI at 5:1 for loyalty marketing 2023
16
17% RevPAR growth attributed to loyalty in recovering markets 2023
17
Credit card partnerships generated 42% of new points issued 2023
18
Loyalty program IT spend reached $1.9B globally 2023
19
Net promoter score correlated to 12% revenue boost per point 2023
20
Mid-market hotels gained $800M from loyalty expansion 2023
21
65% of loyalty revenue from top 20% of members in 2023
22
Dynamic pricing in redemptions added $1.2B profit 2023
23
Email campaigns ROI at $42per $1 spent in loyalty 2023
24
Loyalty reduced churn costs by $900M industry 2023
25
Ancillary revenue from loyalties hit 24% of total 2023
Interpretation
Financial Performance Interpretation
For Financial Performance, hotels saw loyalty programs add $25B in incremental revenue in 2023 and drive better economics with loyalty members spending 22% more per stay and producing a 15% margin uplift for top chains.
03 · Category
Membership Statistics30 stats
01
In 2023, Marriott Bonvoy reached 210 million members globally, a 15% increase from 2022
02
Hilton Honors surpassed 190 million members by end of 2023, up 10% YoY
03
IHG One Rewards grew to 140 million members in 2023, reflecting 12% annual growth
04
Wyndham Rewards hit 115 million members in Q3 2023, with 18% YoY increase
05
Choice Privileges reached 50 million members by mid-2023, growing 20% from prior year
06
World of Hyatt enrolled 44 million members as of 2023, up 14% YoY
07
Best Western Rewards had 32 million members in 2023, increasing 11% annually
08
Accor ALL program amassed 110 million members by 2023 end, 13% growth
09
Radisson Rewards now has 45 million members globally in 2023, up 16%
10
Global hotel loyalty programs total 1.2 billion members in 2023
11
US hotel loyalty penetration reached 65% of travelers in 2023
12
42% of millennials are enrolled in at least two hotel loyalty programs as of 2023
13
Loyalty program sign-ups via mobile apps increased 25% in 2023 globally
14
78% of business travelers join hotel loyalty programs upon first stay in 2023
15
Female membership in hotel programs grew 22% faster than male in 2023
16
Asia-Pacific hotel loyalty memberships surged 28% in 2023 to 450 million
17
Europe saw 9% YoY growth in hotel loyalty members reaching 300 million in 2023
18
Latin America hotel loyalty base expanded 19% to 120 million members in 2023
19
55% of Gen Z joined a hotel loyalty program in their first travel year in 2023
20
Corporate enrollments in hotel programs rose 17% in 2023
21
68% of loyalty members are repeat guests within first year post-enrollment in 2023
22
Program membership density in luxury segment hit 72% in 2023
23
Midscale hotels saw 14% membership growth vs 8% in luxury in 2023
24
31 million new members joined US hotel programs in 2023 alone
25
Family travelers enrollment up 24% in hotel loyalties 2023
26
Solo travelers represent 22% of new hotel loyalty sign-ups in 2023
27
76% of loyalty programs offer instant elite status upon joining in 2023
28
Digital-only memberships grew 35% in hotel programs 2023
29
49% of members are international cross-enrollers in 2023
30
Boutique hotel loyalties added 5.2 million members in 2023
Interpretation
Membership Statistics Interpretation
Across 2023, the hotel loyalty membership landscape kept expanding fast, with major programs such as Marriott Bonvoy hitting 210 million members, up 15% year over year, and most others growing in the 10% to 20% range, underscoring how strongly the Membership Statistics category reflects sustained customer pull worldwide.
More related reading
04 · Category
Redemption Data25 stats
01
In 2023, loyalty redemptions accounted for 28% of all hotel bookings globally
02
Average points redeemed per stay was 45,000 in top programs 2023
03
Free night redemptions surged 21% YoY to 150 million in 2023
04
Upgrade redemptions made up 19% of all loyalty rewards in 2023
05
Cash + points options used by 14% of redemptions in 2023
06
Breakfast credits redeemed 2.3x more post-2022 in 2023
07
Suite night awards claimed 8% of elite redemptions in 2023
08
Experiential redemptions (concerts, tours) up 35% in 2023
09
67% of redemptions were for leisure stays vs 33% business in 2023
10
Points expiry affected 4% of inactive accounts in 2023
11
Family room redemptions increased 27% with kids travel boom 2023
12
Late checkout redemptions averaged 22% of daily perks in 2023
13
Partner airline redemptions from hotel points at 11% in 2023
14
Digital gift cards redeemed for 7% of points value in 2023
15
Resort fees waived via points for 16% of redemptions 2023
16
Peak season redemptions dynamic priced 40% higher in 2023
17
Millennials redeemed 1.8x more experiential rewards in 2023
18
52% redemption rate for elite tiers vs 21% base in 2023
19
Points transferred to charities totaled $50M equivalent in 2023
20
Early check-in slots redeemed by 29% of members quarterly 2023
21
Spa credits claimed 13% of wellness-focused redemptions 2023
22
Parking perks redeemed 9% amid urban travel rise 2023
23
Bundle redemptions (room + flight) up 24% in 2023
24
No blackout date redemptions fulfilled 95% of requests 2023
25
Points for merchandise dropped to 3% of total redemptions 2023
Interpretation
Redemption Data Interpretation
Redemption Data shows that loyalty is increasingly driving stays with redemptions reaching 28% of all hotel bookings in 2023, while free night rewards jumped 21% YoY to 150 million and breakfast credits redeemed 2.3x more post-2022.
05 · Category
Satisfaction And Retention25 stats
01
92% of loyalty members recommend their program in 2023 surveys
02
Net Promoter Score for top programs averaged 68 in 2023
03
81% of members would stay loyal even without perks in 2023
04
Retention rate for elite tiers hit 94% in 2023
05
CSAT scores for redemption process averaged 8.7/10 in 2023
06
76% satisfaction with mobile app features in 2023
07
Complaints about points expiry dropped 40% after policy changes 2023
08
69% of members feel valued by personalized offers 2023
09
Loyalty program satisfaction led to 2.4x repeat bookings 2023
10
Gen Z retention improved 18% with experiential perks 2023
11
85% would switch programs for better status match in 2023
12
Email satisfaction at 82% for relevant content 2023
13
91% loyalty to brands with sustainable rewards in 2023
14
Post-stay surveys showed 79% delight with perks 2023
15
73% satisfaction with partner redemption options 2023
16
Retention gap between luxury and budget closed to 5% in 2023
17
66% more likely to recommend after elite upgrade 2023
18
App downtime affected only 2% satisfaction dip in 2023
19
Family travelers 88% satisfied with kid perks 2023
20
Business travelers retention at 89% with lounge access 2023
21
77% overall satisfaction with point earning speed 2023
22
Negative reviews down 25% for programs with chat support 2023
23
84% loyalty sustained by community forums engagement 2023
24
Personalization boosted CSAT by 15 points in 2023
25
95% retention for members using status challenges 2023
Interpretation
Satisfaction And Retention Interpretation
In 2023, satisfaction and retention were exceptionally strong as 92% of loyalty members recommended the program, Net Promoter Score averaged 68, and elite tier retention reached 94%.
report visual · Breakdown
Loyalty is driving more stays—and keeping members engaged
Loyalty members account for the majority of nights and show strong retention, while digital channels remain a major engagement driver.
71%
71% of loyalty members book direct via program apps in 2023
29%
Gamification features boosted engagement by 29% in 2023
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Marcus Afolabi. (2026, February 13). Hotel Loyalty Program Statistics. Gitnux. https://gitnux.org/hotel-loyalty-program-statistics
MLA
Marcus Afolabi. "Hotel Loyalty Program Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/hotel-loyalty-program-statistics.
Chicago
Marcus Afolabi. 2026. "Hotel Loyalty Program Statistics." Gitnux. https://gitnux.org/hotel-loyalty-program-statistics.
Sources & references
52 datasets cited across this report · attribution is report-level
+1 additional datasets cited (not shown individually)