Global Hotel Alliance research reveals loyalty programmes drive hotel choice as demand for transformative travels rises

Latest global research from Global Hotel Alliance (GHA), supported by independent agency Bond Brand Loyalty, highlights evolving travel priorities and the continuous rising relevance of loyalty programmes.

Loyalty Programme Influence
- 87% of respondents would choose a hotel with a global loyalty programme over one without.
- Strongest preference in India (93%), Japan (91%), and Singapore (91%).
- Loyalty programmes have shifted from “nice-to-have” perks to powerful drivers of hotel choice and booking behaviour.

What Members Value Most
- Generosity (48%) is the top attribute, far ahead of novelty (7%).
- Simplicity and transparency (16% each) are also highly valued.
- In Japan and Singapore, generosity rises to 60%, showing demand for tangible, high-value rewards.
- Stay-related benefits dominate:
- Room upgrades (59%)
- Complimentary breakfast
- Late checkout
- Elite tier members prioritize upgrades and ease of redemption, while entry-level members value discounted rates.

Beyond the Stay
- 71% of respondents want loyalty programmes to include partner benefits (status matches, travel perks, lifestyle rewards).
- Complimentary breakfast increases likelihood of direct booking to 85%.
- VIP customer service for Titanium tier influences 80% of members to choose GHA DISCOVERY over competitors.

GHA DISCOVERY Programme Perception
- Hotel quality (60%) is the most appreciated aspect.
- Ease of earning/spending DISCOVERY Dollars (58%), up 9 points from last year, and 13 points ahead of the next-ranked programme.
- On-property privileges (56%) also highly valued.

Travel Trends in 2026
- 80% of travellers seek journeys that help them grow or see the world differently.
- Strongest demand for transformative travel in Japan (91%), China (90%), Italy (88%), India (86%), UAE (86%).
- Off-season travel is gaining traction, especially in Canada (45%), Australia (41%), USA (41%), and Germany (39%).
- Top motivators for travel:
- Family & friends (38%)
- Cultural exploration (30%)
- Bucket list trips (18%)
- Bleisure travel continues to rise: 76% of business travellers extend trips for leisure, led by China (87%), India (81%), and Singapore (81%).

This research shows that loyalty programmes are now central to hotel choice, with travellers demanding generosity, simplicity, and lifestyle value. At the same time, the rise of transformative and bleisure travel is reshaping how hotels design experiences.