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Research reveals loyalty programmes drive hotel choice as demand for transformative travels rises
Thursday, 23rd April 2026
Source : Global Hotel Alliance 

Latest global research from Global Hotel Alliance, supported by independent agency Bond Brand Loyalty, highlights evolving travel priorities and the continuously rising relevance of loyalty programmes.

The annual research report - What Travellers Want Most From Loyalty Programmes - which evaluated the responses of over 9,000 GHA DISCOVERY members globally, uncovered valuable insights into traveller preferences.

In 2026, travellers are more active in hotel loyalty programmes than ever before, and their expectations are influencing how hotels design and deliver benefits.

Get the full report here

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