What's Happening?
A recent ranking by Skift has evaluated 14 major hotel loyalty programs based on the number of members per available room. The Chinese H World Group leads the list with 243 members per room, significantly outperforming Marriott Bonvoy, which has 143 members per room despite being the second-largest program by total membership. Global Hotel Alliance and BWH Hotels follow, with 219 and 190 members per room, respectively. This metric reveals disparities in how hotel chains build and measure the success of their loyalty programs, with some major brands like Hilton, Hyatt, and Radisson falling in the middle of the rankings.
Why It's Important?
The ranking of hotel loyalty programs by members per room provides a new perspective on the effectiveness of these programs. It highlights the importance of not just the total number of members but also the engagement and value provided to each member relative to the company's size. This could influence how hotel chains strategize their loyalty programs, potentially leading to more personalized and value-driven offerings. The disparities revealed may prompt companies to reassess their loyalty strategies to enhance competitiveness and customer retention.
