TRAVEL PASSIONS AND LOCAL BEHAVIORS ARE RESHAPING HOTEL LOYALTY ACROSS ASIA PACIFIC EXCLUDING CHINA, NEW MARRIOTT BONVOY REPORT FINDS
New Loyalty Trends
Report 2026 by Marriott Bonvoy shows loyalty engagement is increasingly driven
by travel priorities, everyday value and market-specific behaviors.
CHENNAI, 21 May 2026 — Loyalty engagement across
Asia Pacific excluding China (APEC) is entering a more complex and mature
phase. The new Loyalty Trends
Report 2026 by Marriott Bonvoy finds that while 89% of travelers
across APEC participate in at least one loyalty program, how they engage is no
longer uniform. Instead, engagement is shaped by a combination of travel
priorities, everyday value expectations, and distinct local market dynamics,
signaling a clear shift away from one-size-fits-all loyalty models.
Travel Passions Shape Loyalty Engagement
Findings from the trend report indicate that travel passions
are the strongest indicator of loyalty engagement. How travelers earn, redeem
and value loyalty benefits varies most by what they travel for, indicating
that successful loyalty design needs more breadth and depth to serve different
interests across diverse markets.
The report identified the top five travel priorities across
APEC: Food & Dining, Nature/ Sightseeing, Shopping, Cultural Immersion and
Recharge & Disconnect.
Food & Dining emerges as the most powerful driver of
travel and hotel loyalty, with 63% of APEC travelers prioritizing culinary
experiences when planning their trips. Food & Dining travelers show
especially clear loyalty behavior: they are more likely to earn through
food-related activity and redeem for F&B indulgences, making food one of
the most powerful and scalable levers for hotel loyalty engagement.
Recharge & Disconnect travelers are
the largest opportunity group for hotel loyalty growth. While less likely
than some other traveler groups to be enrolled in hotel loyalty programs, they
are highly engaged once they are past property doors. They are more likely to stay
at hotels, resorts and villas with a partner, and earn hotel loyalty points
through stays, F&B and spas, indicating that for Recharge & Disconnect
travelers, properties are the destinations.
Hotel Loyalty Sits at the Heart of Travel Loyalty
Hotel loyalty programs are the most widely participated
loyalty category across APEC, engaging 66% of travelers – ahead of
airlines, retail and dining programs. Membership retention is strong, with most
travelers staying enrolled for more than two years – signaling that hotel
loyalty continues to anchor travelers’ relationship with brands.
Immediate, Everyday Value Matters Most
A clear baseline expectation
cuts across APEC: everyday earning is non-negotiable. The ability to earn
points from everyday spend is the most important feature of a good loyalty
program. Unlocking value through point redemptions vary: 77% of travelers use
points for small rewards they can access right away, 61% for big-ticket
items and 37% for exclusive experiences. These patterns suggest that
loyalty success requires balancing aspirational rewards with practical value.
Partnerships Power Hotel Loyalty
Hotel loyalty programs plugged into a broader partnership
ecosystem are more relevant. APEC travelers want more ways to earn and
redeem points, with half calling for easier earning and spending options and
more partner choices for redemptions. This suggests that hotel loyalty is
strongest when it extends beyond stays into a broader, everyday ecosystem.
Hotel loyalty earning across
APEC is driven primarily by stays at properties (57%) and co-branded
credit card spends (53%), followed by food delivery and dining (48%) and retail
and e-commerce partners (45%). This suggests that hotel loyalty grows best when
programs align with travel and everyday spend.
On the redemption side,
travelers most often use hotel loyalty points for property upgrades (58%),
small F&B indulgences (57%) and practical travel perks (51%), indicating
members value rewards that enhance travel experience.
Three Distinct Loyalty Mindsets In APEC
While loyalty participation is widespread across APEC, the meaning,
mechanics and motivations of loyalty vary significantly by market. The report identifies three
distinct loyalty mindsets in APEC markets, each with different expectations of
hotel loyalty programs.
Loyalty Strategists: Japan and South Korea
In these mature markets, loyalty behaviors are highly deliberate,
rational, and optimized. Travelers in these markets engage with loyalty
programs as strategic tools—maximizing value through disciplined earning,
frequent use of co‑branded cards or stay‑based accrual, and practical
redemptions such as F&B or cost offsets. For these travelers, consistency
of loyalty programs build trust, and engagement with various programs is
deliberately curated.
·
Value Optimizers: Singapore, Australia and
Thailand
Value Optimizers sit at the pragmatic center of the loyalty
spectrum. Travelers in these markets are active but selective, engaging with
loyalty when it clearly improves trip value, flexibility or efficiency. They respond
strongly to direct booking incentives, milestone bonuses, upgrades, and
practical perks such as late checkout or room enhancements. They are more attracted
to hotel loyalty programs that provide tangible enhancements to their travel
experience or deliver visible savings.
·
Experience Seekers: India, Indonesia and
Vietnam
These high-growth markets engage with loyalty both
emotionally and transactionally, with travelers showing stronger interest
in partnership ecosystems, exclusivity, status and memorable experiences.
In these markets, loyalty serves not only as a savings mechanism but also as a
gateway to aspiration and discovery. These markets also show rising affluence
and represent the region’s strongest growth engine.
Together, the emergence of these loyalty types reinforces a
central finding of the report: loyalty growth in APEC will not be driven
by a single regional playbook. “Hotel loyalty programs must evolve into
adaptive ecosystems that grow with travelers, rather than simply around them.
In a region as diverse and fast-moving as APEC, brands that deeply understand
local behaviors and cultural nuances will move beyond scale to earn lasting
relevance and advocacy. At Marriott Bonvoy, we are bringing this to life
through the strength of our extensive portfolio, hyperlocal partnerships, and
curated experiences such as Marriott Bonvoy Moments,” says John Toomey, Chief
Commercial Officer, Asia Pacific excluding China, Marriott International.
Loyalty Trends in India
·
Most likely to travel for Shopping
·
93% participate in loyalty programs (#2 in
APEC)
·
69% redeem points for big ticket items – highest
in APEC
· More likely to earn points through bank
transfers compared to the rest of APEC (43% vs 36% APEC average)
· 41% stay active in loyalty programs because they
give access to exclusive experiences
Find out more about the profiles of travelers from India markets what sets them apart from others in APEC, and how they are engaging with hotel loyalty programs is attached.
