iSeatz's 5th Annual benchmark analysis of
hospitality rewards shows across-the-board increases in point earn
and burn opportunities, driven by sustainability and
non-traditional lodging.
NEW
ORLEANS, May 14, 2024 /PRNewswire/ --
iSeatz, a leading provider of travel loyalty technology, has
released its 5th annual State of Loyalty: Hospitality Rewards
Report. The report provides a comprehensive overview of the
diverse and dynamic landscape of hotels, casino
hotels, and vacation club brands, each with a unique portfolio of
rewards and approaches to how their loyalty program members can
earn and redeem points.
What the analyzed hotels all have in common this year,
according to the State of Loyalty: 2024 Hospitality Rewards Report,
is that they are expanding the opportunities available to their
loyalty members. In the aggregate, reward portfolios grew across
nearly all categories compared to 2023, likely in response to
increased competition and hospitality brands' desire to grow direct
bookings and capture a greater share of travelers' wallets.
Some reward categories expanded more than others, including
wellness, reflecting hotels' desire to keep members engaged and
spending when on property. There was also a notable uptick in
sustainability-related rewards and earning and redemption
opportunities with vacation rental partners.
Surge in Sustainability-Related Rewards
This year, 27% of the hotels and hospitality groups in the
analysis offered loyalty-integrated sustainability initiatives,
compared to just 14% in 2023. Most of the sustainability redemption
options focused on allowing members to donate points to
sustainability-related organizations or causes, while the
relatively fewer earning options rewarded guests with points for
eco-friendly activities during their stay, like declining
housekeeping to save water.
"Hospitality loyalty programs are the ideal vehicle for
delivering value to guests and members and signaling that hotel
brands are in sync with their priorities," says Andy Hermo, Chief Operating Officer of iSeatz.
"The continued growth among sustainability-related rewards reflects
travelers' increasing awareness of the ecological impact of their
travel choices."
Vacation Rentals, Hotels Enjoy Cross-brand Loyalty
Integration
The report's other key finding was that many major hotel brands
significantly expanded their earning and redemption opportunities
across different brands in their portfolios or with strategic
partners, specifically their vacation rental divisions or
partnerships. One-third (33%) of the hotels in the analysis allow
loyalty members to earn points when staying at vacation rental
properties this year. A similar percentage (27%) allow members to
redeem points earned with the hotel brand for a stay at a vacation
rental property or a vacation club under their corporate banner or
with a vacation rental partner. Only 20% of hotels allowed either
of these kinds of earn or burn opportunities in our 2023
analysis.
This trend appears designed to boost cross-brand engagement
while expanding the choice available to loyalty members, both of
which can be key advantages in a crowded and competitive
hospitality marketplace.
Other significant findings from the 2024 analysis include:
- 68% of hotels and hospitality groups provide earning
opportunities for dining, up from 55% in 2023.
- 45% now allow members to redeem points for live events, up from
32% in 2023.
- 67% of hotel brands allow members to earn and redeem points for
wellness activities, up from 47% last year.
"As we found in our recently released 2024 Credit Card
Rewards report, the trend toward creating more options for
loyalty program members is broad-based and accelerating," continued
Hermo. "We think this is a solid strategy for hospitality brands,
and we expect it to continue."
For more information about the State of Loyalty: 2024
Hospitality Rewards Report or to arrange an interview with
iSeatz, please contact public_relations@iseatz.com.
About iSeatz
iSeatz drives enduring brand loyalty through exceptional,
connected experiences. Our digital commerce and loyalty tech
solutions enable travel and lifestyle bookings that drive
engagement and customer lifetime value. Our clients represent the
best in travel, hospitality, and financial services, including
American Express, IHG Hotels & Resorts, and Wyndham Hotels
& Resorts. Backed by proven deliverability, reliable advanced
analytics, and travel lifecycle expertise, iSeatz sets the bar for
a superb journey from the very first search.
Media Contact:
Jasmine Stanley
267-231-4738
377680@email4pr.com
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SOURCE iSeatz