Hotel Loyalty Program Trends

PwC Consumer Intelligence - What's Driving Customer Loyalty for Today's Hotel Brands?

PwC takes a fresh look at today’s traveler to understand how their preferences are influencing investment priorities for the world’s leading hotel loyalty programs.
A man and a woman behind a hotel concierge desk
PwC Consumer Intelligence Series - Whats driving customer loyalty for todays hotel brands?

What do travelers find to be the most compelling aspect of hotel loyalty programs? Are the loyalty behaviors of Millennial travelers unique to this age group? How can traditional loyalty programs compete with the increased presence of sharing economy travel options?

In an age where price comparisons can be done on the fly and the sharing economy is the new normal, hotels have to continuously push their boundaries to retain customer stickiness. This report explores the competitive world of hotel loyalty, both from an age perspective and from the mindset of leisure vs. business travelers.

To do this, we sampled over 1,000 U.S. consumers via an online survey and conducted two consumer focus groups to explore customer attitudes and preferences towards different hotel loyalty programs.

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