Travel Passions and Local Behaviors Are Reshaping Hotel Loyalty Across Asia Pacific Excluding China, New Marriott Bonvoy Report Finds

New Loyalty Trends Report 2026 by Marriott Bonvoy shows loyalty engagement is increasingly driven by travel priorities, everyday value and market-specific behaviors.

Loyalty Engagement in APEC (Excluding China)
- Widespread participation: 89% of travelers are enrolled in at least one loyalty program.
- Hotel loyalty dominates: 66% of travelers engage with hotel programs—more than airlines, retail, or dining.
- Retention: Most members stay enrolled for over two years, showing strong brand anchoring.

Travel Passions Driving Loyalty
- Top priorities: Food & Dining (63%), Nature/Sightseeing, Shopping, Cultural Immersion, Recharge & Disconnect.
- Food & Dining: The most powerful driver—travelers earn and redeem points through culinary experiences.
- Recharge & Disconnect: Largest growth opportunity—these travelers treat hotels as destinations, engaging deeply with F&B and spa offerings.

Everyday Value & Partnerships
- Baseline expectation: Everyday earning is non‑negotiable.
- Redemption patterns:
- 77% use points for small, immediate rewards.
- 61% for big‑ticket items.
- 37% for exclusive experiences.
- Earning drivers: Hotel stays (57%), co‑branded credit cards (53%), dining/food delivery (48%), retail/e‑commerce (45%).
- Redemption drivers: Property upgrades (58%), F&B indulgences (57%), practical travel perks (51%).

Three Distinct Loyalty Mindsets
Japan & South Korea: Loyalty Strategists - Rational, deliberate, maximize value via cards & stays, practical redemptions.
Singapore, Australia, Thailand: Value Optimizers - Pragmatic, selective, respond to upgrades, late checkout, visible savings.
India, Indonesia, Vietnam: Experience Seekers - Emotional + transactional, value exclusivity, memorable experiences, rising affluence.

Marriott’s Perspective
John Toomey, CCO Asia Pacific (excluding China): “Hotel loyalty programs must evolve into adaptive ecosystems that grow with travelers, rather than simply around them.”