GHA had 8.7K responses across markets and key segments globally to answer "What Travellers Want Most From Loyalty Programs in 2025?"
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Global Hotel AllianceA new report from Global Hotel Alliance (GHA) is reshaping the conversation around hotel loyalty, revealing that independent loyalty programmes are gaining ground over legacy points-based systems. The study, titled What Travellers Want Most From Loyalty Programmes, highlights a growing demand for clarity, flexibility, and tangible value among today’s travellers—especially within the upscale and luxury segments.
Drawing from member feedback across GHA DISCOVERY, GHA’s global loyalty platform, the research identifies three dominant trends redefining loyalty in hospitality: simplicity, personalisation, and experience-first rewards.
Access full report here
Simplicity Over Points Complexity
Travellers are increasingly disenchanted with opaque, rule-heavy loyalty systems. Instead, they want straightforward, real-world value. GHA DISCOVERY’s answer to this is DISCOVERY Dollars (D$)—a transparent rewards currency where D$1 equals US$1, usable like cash across 850 hotels and 45 brands in over 100 countries.
Unlike traditional points, D$ are three times more valued by members. The platform’s seamless earning, redeeming, and gifting options—including online redemptions and promotional bids—underscore the shift towards ease and immediacy in loyalty experiences.
“Travellers want to enjoy their rewards without unnecessary rules or restrictions,” said Kristi Gole, Executive Vice President of Strategy at GHA. “Transparent, simple reward redemption is now essential.”
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Image: Global Hotel Alliance
Loyalty That Feels Personal
Today’s loyalty customer doesn’t want to be a number—they expect recognition and relevance. The report shows strong preference for programmes that offer tailored perks, curated content, and pre- and post-stay engagement. From personalised stay recommendations to bespoke in-hotel experiences, travellers value being seen and understood.
“Loyalty should feel like a relationship—not a one-size-fits-all solution,” Gole added. “When travellers feel recognised, they return more often and engage more deeply.”
It’s About Experiences, Not Just Discounts
Today’s travellers want perks that enhance the stay itself. According to GHA’s findings:
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73 percent of members value benefits like room upgrades, breakfast, and late check-out over cost savings.
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41 percent most appreciate on-property perks.
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25 percent highlight the ability to use and earn D$.
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15 percent enjoy Live Local benefits such as spa access or curated city experiences, even without a room booking.
Eighty percent of respondents said they would join a programme that guaranteed upgrades and breakfast, underscoring that loyalty starts with elevated hospitality.
GHA DISCOVERY: Loyalty Reimagined
With these insights, GHA DISCOVERY is positioning itself as a leader among independent loyalty programmes. The programme saw a 15 percent increase in member preference over last year, a 29 percent jump in Net Promoter Score, and a 7 percent rise in D$ usage.
Additionally, the platform is increasingly seen as a luxury loyalty programme, aligning with the rise of leisure-focused, quality-seeking travellers.
“Today’s loyalty customer is more often a leisure guest, seeking upscale hotels and meaningful perks,” Gole explained. “We’re delivering exactly that—with flexibility, value, and experience at the heart of our programme.”
About GHA and GHA DISCOVERY
Global Hotel Alliance is the world’s largest alliance of independent hotel brands, with 45 brands and 850 properties in 100 countries. Its award-winning loyalty programme, GHA DISCOVERY, provides more than 30 million members with recognition, D$ rewards, and exclusive experiences across hotels and partners. In 2024, GHA DISCOVERY generated $2.7 billion in revenue and 11 million room nights.
The model allows hotel brands to extend global reach, drive direct bookings, and maintain independent brand identities while offering loyalty benefits that resonate with modern travellers.
Source: GHA
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