Hotel Loyalty Race: Marriott Leads, Hilton Is Gaining Fast — See the Top 13 Programs
Photo Credit: Close up of a small present being put on the bed by a female hotel maid in the room Adobe Stock / Zinkevych
Skift Take
Based on their six-year growth rates, Hilton Honors is expected to surpass Marriott Bonvoy's membership count in mid-to-late 2026. Other loyalty programs with standout growth rates include Hyatt and IHG.
Marriott International has the global hotel sector's most dominant loyalty platform, with 228 million members. However, rivals are closing the gap in an industry that has seen a 69% surge in rewards membership in the past six years, according to industry data.
Skift's analysis of financial filings reveals that the world's major hotel loyalty programs have collectively added more than 500 million loyalty program members since the end of 2018, highlighting the industry's intensifying competition for repeat customers.
Hilton Honors has emerged as the fastest-growing major program, expanding its membership base by 147% to 210 million members. At current growth rates, Hilton could surpass Marriott Bonvoy's membership count by late 2026, though recent strategic partnerships have helped Marriott maintain its lead.
Hilton's loyalty program had the largest absolute growth, adding 125 million members. Marriott and IHG also had remarkable gains in absolute numbers. Hyatt, IHG, Sonesta, and others grew more quickly relative to their size.
Hotel Loyalty Program Growth, 2018 to 2024 Rewards ProgramMembership as of end of 2024Membership at end of 2018Percentage GainAccor Live Limitless (AL
