Hotel loyalty programmes have become a decisive factor in where travellers choose to stay, according to new global research published in 2026 by the Global Hotel Alliance (GHA) and independent agency Bond Brand Loyalty.
The annual report, What Travellers Want Most From Loyalty Programmes, draws on responses from more than 9,000 GHA DISCOVERY members across multiple markets worldwide. It finds that 87% of respondents would choose a hotel with a global loyalty programme over a comparable property without one.
The preference is strongest in Asia, where 93% of members in India and 91% in both Japan and Singapore say they favour loyalty-affiliated hotels. The findings point to a significant shift in how programmes influence not just where guests stay, but how they book.
“Loyalty programmes have evolved from a nice-to-have perk into a powerful driver of customer choice,” said Kristi Gole, EVP Strategy at Global Hotel Alliance. “They drive where customers stay and how they book, unlocking both incremental demand and more profitable distribution.”
What members value most
When it comes to what members value most, generosity ranks as the top programme attribute, cited by 48% of respondents, far ahead of novelty at just 7%. Simplicity and transparency each follow at 16%. In Japan and Singapore, the emphasis on generosity rises as high as 60%.
The top-ranked programme attributes among members globally are:
- Generosity — cited by 48% of respondents
- Simplicity — cited by 16%
- Transparency — cited by 16%
- Novelty — cited by just 7%
The perks that matter most
Stay-related benefits dominate member preferences across all markets. Room upgrades rank highest at 59%, followed by complimentary breakfast and late checkout. Elite tier members place greater weight on upgrades, hotel quality, and ease of redeeming rewards, while entry-level members are more motivated by discounted rates.
The most preferred stay-related benefits are:
- Room upgrades — ranked highest at 59%
- Complimentary breakfast — a top driver of direct bookings
- Late checkout — consistently valued across all membership tiers
- Discounted rates — the primary motivator for entry-level members
Certain perks carry measurable commercial weight. Complimentary breakfast, when offered, increases the likelihood of a direct booking to 85%. Dedicated VIP customer service for Titanium tier members influences 80% of that group to choose GHA DISCOVERY over competing programmes.
Beyond the stay itself, 71% of respondents say a loyalty programme becomes more appealing when it includes partner benefits outside its core hotel offering, such as status matches and travel-related perks.
How GHA DISCOVERY performs
For GHA DISCOVERY specifically, the most appreciated aspects of the programme are:
- Hotel quality — cited by 60% of respondents as the standout feature
- Ease of earning and spending DISCOVERY Dollars (D$) — cited by 58%, up nine points year on year
- Hotel benefits such as upgrades and on-property privileges — highlighted by 56%
“Today’s travellers are very clear about what they value in a loyalty programme — it’s not complexity or novelty, but generosity, simplicity, and benefits they can immediately understand and use,” said Kristi Gole, EVP Strategy at Global Hotel Alliance. “At the same time, expectations are expanding beyond the stay, with travellers increasingly looking for programmes that deliver broader lifestyle value through meaningful partnerships.”
Why people travel in 2026
The research also maps broader shifts in why and how people travel. Some 80% of respondents say they seek journeys that help them grow, change, or see the world differently, a trend most pronounced in Japan (91%), China (90%), Italy (88%), India (86%), and the UAE (86%).
The leading global motivators for travel are:
- Spending time with family and friends — the top motivator globally at 38%
- Exploring new cultures and destinations — second at 30%
- Bucket list trips — third at 18%
- Solo travel — 6%
- Spontaneous discovery trips — 4%
- Learning a new skill — 3%
Off-season travel and the bleisure boom
Off-season travel is emerging as a meaningful choice for travellers seeking more authentic experiences away from peak-season crowds. It is most appealing to members in:
- Canada — 45%
- Australia — 41%
- USA — 41%
- Germany — 39%
Bleisure travel, the practice of extending work trips for personal leisure, continues to grow. Some 76% of business travellers say they are likely to combine work and leisure on the same trip, with the trend led by China (87%), India (81%), and Singapore (81%). Loyalty programmes that offer benefits relevant to both business and leisure stays are well positioned to capture a greater share of this growing segment.
“Today’s travellers are seeking more than just a place to stay — they want meaningful, enriching experiences,” said Kristi Gole, EVP Strategy at Global Hotel Alliance. “Our research shows that loyalty programmes are increasingly shaping both hotel choice and booking behaviour, making them a critical driver of commercial performance. The most effective programmes are those that are generous, simple, and transparent, recognising members in meaningful ways while unlocking access to exceptional hotels and experiences worldwide.”
