In the first half of 2025, the world’s largest hotel chains leaned on record-breaking loyalty memberships, exclusive experiences, and everyday earning partnerships to fuel direct bookings, deepen guest engagement, and keep revenues growing despite modest RevPAR gains.
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GLO1H 2025: Loyalty is the Growth Engine
Across the majors, membership bases kept swelling and loyalty-member “mix” (share of stays/rooms tied to members) remained a key driver of direct bookings and ancillary fee revenue. Marriott and Hilton set fresh membership records; Accor’s ALL crossed 100 million; IHG highlighted record enrollments and a 145 million-plus member base; Hyatt’s World of Hyatt continued its rapid climb. Brands also leaned into experiences, credit card ecosystems, and app/booking UX to defend value amid modest RevPAR growth.
What Each Chain Reported (Loyalty-Centric)
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Marriott International (Marriott Bonvoy)
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Bonvoy membership reached ~248 million by June 30, 2025; member penetration hit 69% of rooms globally and 74% in U.S./Canada.
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Q2 2025 worldwide RevPAR +1.5% (international +5.3%; U.S./Canada flat).
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Experience platform push (Bonvoy Moments) continues with monthly culinary, sports, and entertainment events.
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Hilton (Hilton Honors)
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Honors surpassed 226 million members, up 16% year over year; loyalty-led direct bookings and luxury/lifestyle growth emphasized.
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Q2 2025 guidance: FY RevPAR flat to +2%.
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Member-only experiences and unique partnerships continue to differentiate the program.
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IHG Hotels & Resorts (IHG One Rewards)
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Membership now >145 million; record enrollments (+22% YoY).
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Using targeted fast-track status offers to boost engagement.
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Hyatt (World of Hyatt)
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Estimated ~54–58 million members, with double-digit growth and a rising loyalty share of roomnights.
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Net rooms +11.8% YoY; pipeline ~140k rooms, boosting loyalty earn/burn flexibility.
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Accor (ALL – Accor Live Limitless)
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ALL reached 100 million members; loyalty contribution to results highlighted.
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H1 2025 recurring EBITDA +9.4% (constant-currency +13.4%).
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Wyndham (Wyndham Rewards)
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Around 110 million members; new “Wyndham Rewards Experiences” and restaurant partnerships aim for everyday engagement.
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Q2 results showed marketing fund improvement; pipeline growth supports loyalty scale.
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Choice Hotels (Choice Privileges)
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66 million+ members cited in late 2024; ongoing promotions target value-conscious travelers.
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Meliá Hotels International (MeliáRewards)
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H1 2025 net profit €88.5M (+72% YoY); premium leisure focus tied to loyalty monetization.
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What’s Common Across the Industry:
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Loyalty scale drives direct mix and revenue resilience — higher member penetration links to more direct bookings and steadier fee income.
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Experiences as a loyalty differentiator — exclusive events and lifestyle perks keep members engaged and redeeming points.
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Credit card ecosystems matter — co-brands and partner earn programs boost everyday point accrual.
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Targeted status accelerators — fast-track offers and bonus status benefits drive incremental stays.
Where Hotel Results Differ:
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Program scale & penetration — While Marriott and Hilton lead with massive global scale, Accor and IHG show rapid growth with different regional strengths. Hyatt grows from a smaller base with luxury/all-inclusive focus.
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Experience positioning — Marriott and Hilton spotlight high-profile global events; Wyndham focuses on mass-market tie-ins; Accor leans on lifestyle brands and F&B.
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Geography & brand mix — Accor’s EMEA/APAC strength contrasts with U.S.-heavy midscale portfolios like Wyndham/Choice; Hyatt emphasizes luxury and all-inclusive resorts.
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Disclosure practices — Some publish exact membership counts; others emphasize engagement or awards without updating member totals in quarterly results.
Bottom Line
In 1H 2025, loyalty programs acted as the operating system for growth: bigger membership bases, more direct bookings, and deeper engagement through experiences and everyday earning. With RevPAR growth modest and cost pressures varying by market, the competition is shifting toward scale, experiential redemption, and partner-linked earning — areas where loyalty can still deliver outsized returns.
Source: GLO
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