Hotels Make Gains in 2022 Expanding Loyalty Memberships
Photo Caption: InterContinental Koh Samui is a property some members of the IHG One rewards program, rebranded and relaunched this year, can book via points. Source: IHG.
Skift Take
Hotels have been finding value in their reward points, even though they've been coy about sharing the financials behind the programs.
Hotel loyalty programs were one of the surprise gainers of the pandemic era lull in travel and the post-pandemic boom.
When people were stuck at home, they spent heavily on goods and services with co-branded credit cards that racked up points. When they returned to traveling, hotel groups successfully drove sign-ups by requiring guests to join their loyalty program if they wanted to enjoy a seamless sign-in to free Wi-Fi at properties.
A case in point: Marriott International reported strong growth in its program during the past few years. Marriott Bonvoy reported having 164 million members in the first three months of 2022, up 26 percent from 2019’s number. The program grew another 5 percent in only half a year's time, to 173 million members by September, the latest figure available. This year six out of every ten bookings were made by Bonvoy members.
Another of the biggest loyalty progr
