Marriott alone owes loyalty members $4 billion in unredeemed points. Across seven hotel giants, the total tops $11 billion. The numbers signal strength, not weakness.
As discretionary travel spending softens, timeshare owners remain the travel industry’s most reliable leisure segment. These travelers continue to book, plan, and take vacations at rates far above the broader market — a testament to the power of prepaid “banked leisure.”
Hotel loyalty programs have a retention problem. Members accumulate points, redeem them for free nights, and get bored. Hilton's answer: send them on cruises.
Global Hotel Alliance’s 2026 Travel Trends Survey shows travelers seeking meaning, identity, and restoration over excess. Brands that personalize, expand loyalty, and balance AI with human warmth will shape the next chapter of hospitality.