New research from Global Hotel Alliance (GHA) indicates that loyalty programmes are playing an increasing role in how travellers choose and book hotels, with expectations shifting towards clearer and more immediate benefits.

The study, based on responses from more than 9,000 GHA Discovery members, found that 87 per cent of respondents would choose a hotel with a global loyalty programme over one without. The preference was higher in markets such as India at 93 per cent, and 91 per cent in both Japan and Singapore.

Generosity was identified as the most valued programme feature, cited by 48 per cent of members, followed by simplicity and transparency at 16 per cent each. Novelty ranked significantly lower at seven per cent. Stay-related benefits remain central, with room upgrades the most preferred at 59 per cent, followed by breakfast and late checkout.

The research also shows that loyalty benefits influence booking behaviour. Complimentary breakfast increases the likelihood of booking direct to 85 per cent, while dedicated VIP services affect decision-making among higher-tier members. Beyond core hotel benefits, 71 per cent of respondents said programmes become more appealing when they include additional partner offers.

For the GHA Discovery programme, hotel quality was the most valued feature, cited by 60 per cent of respondents, followed by ease of earning and redeeming rewards at 58 per cent.

Beyond loyalty, travellers are placing greater emphasis on purpose and flexibility. Around 80 per cent of respondents said they seek travel experiences that contribute to personal growth, while off-season travel is gaining interest in markets such as Canada, Australia, the US and Germany.

Spending time with family and friends remains the main motivation for travel globally at 38 per cent, followed by exploring new destinations at 30 per cent. The study also highlights continued growth in combined business and leisure travel, with 76 per cent of business travellers indicating they are likely to extend trips for personal travel.

Kristi Gole, executive vice president, strategy, GHA commented: “Loyalty programmes have evolved from a nice-to-have perk into a powerful driver of customer choice. They drive where customers stay and how they book, unlocking both incremental demand and more profitable distribution.

“Today’s travellers are very clear about what they value in a loyalty programme – it’s not complexity or novelty, but generosity, simplicity, and benefits they can immediately understand and use. At the same time, expectations are expanding beyond the stay, with travellers increasingly looking for programmes that deliver broader lifestyle value through meaningful partnerships.”

She added: “Our research shows that loyalty programmes are increasingly shaping both hotel choice and booking behaviour, making them a critical driver of commercial performance. The most effective programmes are those that are generous, simple, and transparent, recognising members in meaningful ways while unlocking access to exceptional hotels and experiences worldwide.”