What's Happening?
A recent ranking of hotel loyalty programs by Skift has placed H World Group at the top, with the highest members-per-room ratio. The ranking evaluated 14 major hotel loyalty programs, highlighting disparities in how companies build their programs. H World Group reported 243 loyalty members per room, significantly higher than Marriott Bonvoy's 143 members per room. Other notable rankings include Global Hotel Alliance and BWH Hotels, which came in second and third, respectively. The ranking raises questions about the metrics used to measure success in hotel loyalty programs.
Why It's Important?
The ranking provides insights into the effectiveness of hotel loyalty programs in driving direct bookings and reducing customer acquisition costs. As loyalty programs grow rapidly, understanding their impact on business performance is crucial for hotel chains. The data can help companies refine their strategies to enhance customer loyalty and improve competitive positioning. For consumers, the ranking offers a perspective on which programs might offer better value based on membership density.
