Hotel loyalty programs have grown rapidly in recent years, with major chains and many independent brands offering plans that reward guests with free nights, upgrades and other valuable perks—often with few or no blackout dates. These programs are becoming more flexible and easier to use, with expanded point-redemption options that include converting points to airline miles or using points to purchase a wide range of products and experiences.
Frequent travelers typically belong to more than one loyalty program. According to Steve Beck, founder and managing partner of CG42, the average frequent traveler carries two or three loyalty cards. CG42’s Hotel Group and Loyalty Program Brand Vulnerability Study, based on responses from 3,229 frequent travelers who are members of major U.S. hotel loyalty programs, highlights how travelers spread their loyalty across brands.
Beck explains that many business travelers have a preferred hotel brand but still join multiple programs. “Brand loyalty often arises from routine,” he says. “A traveler may not be ecstatic about every stay, but when they visit the same city regularly they prefer not to change hotels because they value the familiar routine.”
Frequent traveler Roland Alonzi of New York recommends choosing a hotel brand you actually like and staying there as often as possible to maximize rewards. “I’ll go out of my way to stay at a Hyatt property because of their generous rewards program. I’ve used Hyatt Gold Passport points for free stays from Los Angeles to Hawaii,” he says.
Alonzi, vice president and group director at MMGY Global, adds that members should research ways to earn points through partners such as airlines and car-rental companies to accumulate points faster. “I always use Avis because I get 300 bonus points every time I rent a car,” he notes.
Customer service can be as valuable as points. Steven J. Hausman, Ph.D., president of Hausman Technology Consulting and a Marriott Rewards member, appreciates the program’s special deals and responsive service. “When I logged in to change my Florida Marriott reservation and couldn’t find availability online, a single call to the Rewards number resolved it immediately,” he recalls.
Comedian Dan Nainan, who spent 80 nights in hotels last year across 15 countries and 54 U.S. cities, belongs to multiple programs but values the breadth of Marriott’s brand portfolio. “Marriott lets you earn points across a wide range of brands and price levels, from Fairfield Inn to The Ritz-Carlton,” he says.
HOTELS CONTINUE to refine loyalty offerings. Starwood planned a three-year pilot to rework its Starwood Preferred Guest program, adding options such as lifetime status for devoted members, flexible 24-hour check-in (Your24) and dedicated ambassadors to provide personalized service. Programs like Starwood’s aim to attract the world’s most frequent travelers by offering more choices and tailored benefits.
Fairmont’s President’s Club, the first luxury loyalty program of its kind, marked its 10th anniversary by expanding member benefits that range from complimentary high-speed Internet to fitness gear. “Members asked us to integrate their interests into travel for richer, more rewarding stays,” says Brian Richardson, Fairmont’s vice president of brand marketing and communications. Fairmont emphasizes partnerships with airlines, car-rental companies and lifestyle brands such as Reebok, as well as unique offers like BMW chauffeured courtesy cars and complimentary BMW bicycles.
Jumeirah’s Sirius program plans to focus on member profiling and multilingual communications to improve marketing and engagement, says Ayman al Deik, group director of brand loyalty and acquisition. The program will prioritize languages such as Arabic and Chinese and pursue new global partnerships.
InterContinental Hotels Group’s Priority Club Rewards is expanding the flexibility and range of point redemptions. “We offer more merchandise for redemption than any competitor,” says Don Berg, vice president of loyalty programs and partnerships. Priority Club Concierge enables members to redeem points for almost anything that has a price tag, not just hotel stays.
Hilton’s HHonors program has evolved in response to member feedback. Executive vice president Jeff Diskin points to options like Points & Money Rewards, added Premium Room Rewards and Room Upgrade Rewards for existing reservations. Points can also be used for merchandise, unique experiences and charitable donations through the HHonors Giving Back Program.
Fiesta Rewards continues to expand member benefits and improve its redemptions site with a new booking experience, updated pricing methodology and no blackout dates for free nights, says David Rebolledo of Grupo Posadas. The program is also consolidating partnerships, including car-rental deals with Avis Mexico.
Marriott Rewards introduced a Seasonal Award offering a 25 percent point discount for popular destinations during off-peak periods. For example, members can redeem fewer points for stays at the Aruba Marriott Resort during specified off-season dates, making travel more affordable for point redemptions, according to Marriott spokesperson Laurie Goldstein.
Kaua’i Marriott Resort © Marriott
OBVIOUSLY, NOT ALL loyalty programs are the same. Marriott emphasizes customer relations and offers access to 14 hotel brands, from economical Fairfield Inn to The Ritz-Carlton. Fiesta Rewards Platinum members may receive exclusive experiences, such as complimentary spa services at Fiesta Americana hotels, along with clear explanations of earning and redemption rules.
Hilton HHonors highlights its four room-reward types—Premium, Room Upgrade, Points & Money and Standard—and promotes benefits like No Blackout Dates and the ability to earn points and miles for the same stay. Priority Club Rewards emphasizes flexibility with points that don’t expire and tools like Hotels Anywhere, which allow members to use or combine points and cash to book stays across different hotel brands.
Jumeirah’s Sirius program allows redemptions starting at small point amounts and seeks to enhance recognition for high-value customers during each stay. Fairmont stands out by focusing on personalized, passion-based experiences such as wine tastings, private concerts, golf events and charitable opportunities, including volunteer activities that can count toward membership status.
Hyatt Gold Passport offers confirmed suite upgrades at booking for elite members, complimentary Internet and full breakfast at properties without a club. Jeff Zidell, vice president of Hyatt Gold Passport, says Hyatt provides more confirmed suite upgrades and a generous guaranteed availability program so elite members can secure rooms even when properties appear sold out.
TO GET THE MOST from a hotel rewards program, experts recommend using co-branded credit cards and maximizing partner earning opportunities. Michael Malarkey of Capstone Advisory Group suggests cards like the American Express Platinum, which can grant automatic status in some programs.
Marriott offers several Visa credit cards with sizable welcome bonuses, free-night certificates, Elite status credits and points earned on purchases. The Hyatt Credit Card provides elevated earning on restaurants, car rentals and airline tickets, plus stay and night credits toward elite status tiers, and it waives foreign transaction fees—useful for international travelers.
Fiesta Rewards’ co-branded Santander card is notable in Mexico for strong earning rates, anniversary free-night certificates and access to Gold or Platinum benefits, including invitations to special events. Hilton offers multiple HHonors credit cards that provide automatic Gold or Silver status and bonus points on everyday purchases, along with other perks such as weekend certificates and no foreign transaction fees, depending on the card.
Occasionally members receive unofficial benefits beyond program rules. Business traveler Robert Cole recounts booking package stays noted as ineligible for points yet receiving suite upgrades and complimentary Internet after mentioning his loyalty membership at check-in. Such experiences underscore the value of good relationships with hotel staff.
For frequent travelers like Megy Karydes, factors such as convenient location, positive past experiences and comfort-enhancing perks like free WiFi and complimentary hot coffee drive choices more than points alone. By prioritizing convenience and comfort, business travelers often accumulate points across several loyalty programs while optimizing their stays.