Creating a Hotel Loyalty Program: The Ultimate Guide

Everybody wants to travel and stay at the best possible hotel, according to their personal preferences. Great news for hotel loyalty programs, one would think. But(!) it also poses a few challenges, such as the hyper-competitive market environment, the ever-expanding palette of accommodation types and visitor demands, plus the extensive need for fast-tracked digitalization, just to name a few. Hotels are in dire need of loyalty propositions that help them stand out from the crowd, drive engagement, fast-track bookings, and allow data-based personalization. In today’s guide, we’ll explore 8 best practices and 5 real-life examples of industry-leading hotel operators to give you a rundown of currently available solutions, and to inspire your own concept.

Looking for some help creating the perfect concept for your loyalty program? Our easy-to-use, freely downloadable Loyalty Program Concept Worksheet can help with that.

Key Takeaways – TL; DR

• The hospitality vertical is experiencing a shift in trends
• 76% of hotel loyalty program owners are satisfied
• Hotel chains should exercise flexibility when it comes to redemption mechanics, and focus more on visitor experiences
• Hotel loyalty program best practices include gamified challenges, account linking and co-branded credit cards
• 5 real-life examples for your perusal, including Hilton and Hyatt

In our Global Customer Loyalty Report 2026, we have 50+ statistics about the hotel industry. Check it out for up-to-date insights from both the company and the customer point of view!

What Is a Hotel Rewards Program?

A hotel rewards program is a loyalty program operated by an independent hotel or a hotel chain, aiming to boost customer retention and create long-term preference over its industry competitors. They work similarly to airline or department store loyalty programs, encouraging guests to opt in by offering a set of unique, members-only financial benefits and experiential rewards. 

Generally speaking, they increase visitors’ loyalty by putting experiences and a personalized approach (fully utilizing zero and first-party data, obtained through the loyalty program) into focus. Hotels can provide significant value to guests, high enough that customers actively want to stay with them whenever they travel.

In the hotel industry, enabling choice, flexibility, and exclusivity motivates members and is positive for customers and brands. Also, rewards with high value will burn the most points, while rewards with lower perceived value will be accessible to more members with lower point balances.

Ellen Green

Vice President, Loyalty Strategy at Bounteous

5 reasons why hotel loyalty programs benefit both hotels and guests:

1. Encouraging repeat stays: Rewarding guests for frequent stays increases brand loyalty and long-term engagement.
2. Boosting direct bookings: Hotels can use loyalty incentives to encourage customers to book directly instead of through third-party platforms.
3. Enhancing guest experience: Personalization through loyalty programs makes guests feel valued, increasing satisfaction and positive reviews.
4. Driving revenue growth: Loyalty programs often lead to upselling opportunities and higher customer lifetime value.
5. Data-driven personalization: Hotels can leverage guest data from loyalty programs to offer tailored services and promotions.

I believe too many programs underestimate the value of opening up the redemption side of their rewards, making the program relevant for more people and increasing engagement from a bigger population of your member base. For instance, through points+cash options. Done correctly, this would also help hotels monetize unsold hotel room inventory to a better extent.

Håvard Uglem Hovdahl

VP of Partnership & Spenn at Strawberry

Top Hotel Loyalty Program Statistics For 2026

Every year, we analyze the latest trends and statistics for the loyalty program market, which includes industry and country-based breakdowns, too. Based on the findings of Antavo’s Global Customer Loyalty Report 2026, the following can be said:

• 76% of hotel businesses are satisfied with their loyalty programs
• The biggest source of satisfaction (74%) comes from the fact that loyalty programs help hotel retailers foster deeper engagement with their customers
• As for a potential cause of dissatisfaction, most voted on poor integration with the overall customer experience
• 73% of hotel brands running a loyalty program wish to adjust their loyalty strategy in the coming years
• 63% of hotel brands running a loyalty program wish to upgrade their loyalty technology in the coming years
• Customer lifetime value is the northstar metric for most hotel loyalty program owners
• Hotel retailers dedicate 52% of their total marketing budget to CRM and loyalty
• 89% of hotel companies are confident that loyalty programs deliver extra value they wouldn’t get otherwise
• Hotel brands voted on ease of management as the #1 most valuable loyalty program aspect
• 85% of hotel companies agree that loyalty programs make customers feel more valued. However, only 56% of customers share this sentiment
• 85% of hotel brands believe loyalty programs deliver value they wouldn’t get otherwise
• 44% of hotel loyalty program owners use AI to manage their program

7 Hotel Loyalty Programs That Are Hidden Gems

Here’s a list of hotel loyalty programs that dare to innovate and add some unique flavor to the vertical:

• Wyndham Hotels & Resorts mixes in subscription elements: By upgrading for $95/year, visitors can become an Insider, unlock exclusive discounts and details. Perks include saving at least 10% at Hotels by Wyndham every day, saving up to 40% on cruises, enjoying curated concierge services and unlocking savings at 100+ theme parks worldwide!
• Choice Hotels encourages charity: Aside from being able to exchange points for airline points or redeem them for world-class stays, Choice Hotels enables members to support those in need. The International Federation of Red Cross and Red Crescent Societies (IFRC) is one of the charitable organizations that can be supported.
• Omni Hotels & Resorts focuses on tote bags and gift-based experiences: All select members are provided with on-site loyalty ambassadors, but Champion and Icon guests also receive on site priority support from their respective ambassadors. The Omni Junior Chefs program offers a welcome tote that doubles as a lunch bag, and organic snacks to enjoy upon checking-in.  
• Scandic Hotels takes tiers to a new level: The program boasts seven levels. Each tier offers a variety of benefits tailored to different types of guests. Casual travelers might appreciate perks like a kids’ mocktail upon check-in, while experienced travelers can take advantage of conveniences such as early check-in, late check-out, and room upgrades. 
• Raddison Hotel Group builds a like-minded, returning community: In the program, guests earn points for their stay and eligible spend, depending on their tier level. On top of that, Radisson Rewards utilizes next-gen features, such as offering loyalty members the opportunity to earn points by referring friends.

8 Recommended Features For Hotel Reward Programs

1. Tier systems: Creating status levels like Silver, Gold, and Platinum (though you should name them differently) encourages guests to stay more frequently or spend more to reach higher tiers with better benefits. This drives increased loyalty by rewarding long-term engagement.
2. Points and perks earn-and-burn programs: These incentivize repeat bookings by letting guests earn points they can redeem for rewards or perks such as free stays, upgrades, or exclusive experiences, boosting customer retention and satisfaction.
3. Rewards and promotions: Customizable rewards and targeted promotions help attract repeat business and motivate specific behaviors, like booking during off-peak times or trying new services, enhancing revenue opportunities.

Marriott Moments and similar initiatives are excellent examples of experience-driven loyalty, where points unlock unique opportunities beyond traditional rewards. Another standout innovation is Spenn in the Nordics, which introduced a single loyalty currency across multiple brands (founded by hotel chain Strawberry and airline Norwegian). This simplifies redemptions and fosters cross-brand engagement, a strategy particularly appealing for hotel chains.

Emil Björnskär

Co-founder of Lumaro Consulting

4. Gamification: Offering challenges, badges, and incentives tied to guest activities (like bookings, reviews, or referrals) keeps the program fun and engaging, increasing customer interaction and brand affinity.
5. Surprise-and-delight initiatives: Unexpected rewards or perks create memorable experiences that foster emotional connections and positive word-of-mouth, vital in the hospitality industry.
6. Campaigns and bonus point notifications: Timely campaigns and alerts about bonus points or tier progress keep guests informed and motivated to engage with the program regularly, sustaining active participation.
7. Customer lifecycle tracking: Tracking guest interactions allows personalized rewards and targeted marketing to meet customers’ evolving needs, improving satisfaction and loyalty.
8. Integrations with external systems: Connecting with property management, booking engines, or CRM software ensures seamless data flow, enabling accurate reward assignment and a smoother guest experience across touchpoints. 

5 Industry-Leading Hotel Loyalty Program Examples

Most hotel loyalty programs are free to join and offer members-only rates, points toward free hotel nights, and points earned for stays and on-property eligible charges. Now let’s go beyond the expected and see the unique elements of five amazing hotel rewards programs 

Accor – ALL Accor 

Accor is a premier global hospitality leader, operating over 5,600 properties across 110+ countries. Their loyalty program, ALL Accor, is based on a dual-point tracking system, separating redeemable Reward points from Status points used only for tier progression.

• Reward points are the ones you accumulate to spend on rewards, while Status points are used to track your progress toward leveling up to the next tier.
• The earning rate for Status points is completely fixed at the baseline rate for everyone, meaning a Diamond member earns status points at the exact same speed as a Classic member.
• The rate of Status points accumulation is fixed, meaning a Diamond member receives these leveling points at exactly the same basic rate after their basic spending as a Classic member.
• One gains a higher status level depending on the number of nights spent in participating hotels or the number of Status points earned.

Why it works:

• Fairness: The fixed earning rate for Status points makes members feel that the system is fair.
• Creating a sense of urgency: Reward points do not expire as long as you earn at least one point every 12 months, keeping members engaged. 
• User-friendly tracking: Fixed Status points provide a transparent and fair tier tracker. 
• The joy of gifting: Diamond privileges like gifting Gold status offer amazing lifestyle value.

IHG® Hotels & Resorts

Offering more than 7,000+ destinations, IHG® One Rewards is one of the biggest hotel loyalty program owners in the world. The program uses a well-structured, night-based tier system, in which guests can gradually progress through 5 tiers (Club, Silver, Gold, Platinum and Diamond). Key benefits include access to exclusive lower rates and free Wi-Fi at all properties. 

• Points do not expire and can either be earned or bought. Chase IHG Premier Cardholders receive automatic Platinum status, an annual free night, and the 4th reward night free perk.
• Milestone Rewards are based on qualifying nights stayed within a calendar year. They include specific benefits every 10 nights from 20 to 100 nights.
• Rewards including free nights, partnership discounts, and membership privileges are easily tracked and redeemed in the digital wallet.
• During special periods, members can choose their preferred points collection method, earning 2,000 bonus points for 2 nights or 8,000 bonus points for 4 nights.

Why it works:

• Easy tracking: The IHG app and Widget offer seamless account management.
• Unique tiering: Buying points for tier advancement is a rare, unique feature. 
• Freedom of choice: Milestone Rewards let members choose their own perks. 
• Points + Cash: Members can easily top up their existing points with cash.

Marriott International – Marriott Bonvoy

Powering almost 9,000 properties in 144 countries, Marriott offers a wide spectrum of destinations in 5 different segments (Luxury, Premium, Select, Longer Stays, Collections) around the world. Marriott Bonvoy™ loyalty program offers amazing perks and membership benefits across 6 tiers.

• Benefits increase with status, achieved through nights stayed: Silver (10+), Gold (25+), Platinum (50+), Titanium (75+), and Ambassador (100+ nights + $23k+ spend).
• Members unlock exclusive discount rates, up to 75% bonus points on stays and enhanced room upgrades to select suites as they advance from Member to Ambassador Elite.
• Marriott Bonvoy credit cards provide automatic status (e.g., Gold or Platinum), annual free night awards, and bonus points.
• Elite tiers enjoy a reservation guarantee where Marriott covers nearby lodging and compensates members if a booking cannot be honored.

Why it works:

• Tier progression: High point bonuses and Nightly Upgrade Awards heavily drive progression. 
• Points freedom: Members can purchase, gift, combine, transfer, and donate points.
• Experiential rewards: Earning on adventures and redeeming points for Marriott Bonvoy Moments.

Hilton – Hilton Honors

With a portfolio of 9,200 locations – and 27 hotel brands – worldwide, Hilton is undoubtedly one of the most significant players in the hospitality arena. Its award-winning Hilton Honors rewards program offers incredible benefits with a well-structured five-tier system, which includes Member, Silver, Gold, Diamond, and Diamond Reserve levels. 

• Guests earn points for every dollar spent, with accumulation rates increasing dynamically from 10 points at the base level up to a massive 22 points for top-tier members.
• Even entry-level members get useful features like choosing a digital key via the app, alongside earning points on daily rides with Lyft.
• Diamond tiers enjoy a 100% bonus and elite status gifting, while Diamond Reserve adds a guaranteed 4 p.m. late check-out and an upgrade reward.

Why it works:

• Status gifting: Gifting elite status to friends drives strong social retention. 
• Incentivizing reservations: Silver tiers and above get every 5th night free on award stays.
• Elite perks: Executive club lounge access heavily motivates tier progression.

Hyatt Corporation – World of Hyatt

Operating 1,300 locations worldwide, Hyatt offers an extensive and diverse portfolio for guests. The company’s World of Hyatt hotel rewards program contains four membership tiers (Member, Discoverist, Explorist, Globalist). Tier status upgrades are based on eligible points or night stay.

Powered by Antavo’s loyalty technology, Hyatt achieved 42% YoY increase in program revenue. You can read more about the success story in our dedicated case study.

• The program tracks loyalty within a calendar year using two primary metrics to unlock rewards: Qualifying Nights and Base Points.
• 1 night stayed equals 1 qualifying night, Base Points are earned by spending money on stays or hotel services. 
• Members earn 5 Base Points per eligible $1 USD spent at most Hyatt hotels and resorts. Booking wellness or adventure-focused local activities yields a premium 10 base points per dollar.
• Milestone Rewards are extra prizes awarded when members clear specific benchmarks, starting at 20 nights and continuing every 10 nights up to 150 nights. 

Why it works:

• Milestone choice: Picking preferred rewards like FIND credits or club access awards. 
• Rewards keep members in the loop: Nights booked with points still count toward elite tier status.
• Supporting advocacy: Gifting Globalist experience to friends allows members to express their advocacy.

Ready to Offer a Truly Enchanting Hotel Rewards Program?

Look beyond the obvious, and start exploring truly unique ways to enhance your loyalty members’ stay. Offer them diverse opportunities to max out their points with pooling, sharing, gifting, or rolling them over to the next calendar year. Make sure to apply the same logic to rewards redemption, whether it’s enabling a Points & Cash concept or simply allowing guests to choose their preferred rewards from your portfolio.

But what about the technology that empowers all of your ideas? 

Antavo’s AI-powered loyalty platform is built on the principle of turning loyalty into an operating system for customer engagement.

• The Planner helps teams translate engagement ideas into loyalty program structures.
• The Engine runs loyalty mechanics in real time.
• The Optimizer uses AI to interpret performance data and reveal what actually drives behavior.

Together, they allow loyalty teams to run programs that evolve continuously instead of repeating the same campaigns. 

And that’s when loyalty stops generating activity and starts generating growth. If you are interested in what Antavo has to offer, be sure to book a call!