Marriott Bonvoy Report Highlights New Hotel Loyalty Trends Across APEC
Marriott Bonvoy has released its Loyalty Trends Report 2026, revealing that travel passions, local consumer behaviors, and everyday value expectations are increasingly reshaping hotel loyalty engagement across Asia Pacific excluding China (APEC).
According to the report, 89% of travelers across APEC participate in at least one loyalty program, but engagement patterns now vary significantly based on travel priorities, cultural preferences, and market-specific behaviors. The findings indicate a clear shift away from one-size-fits-all loyalty models towards more adaptive and personalized ecosystems.
The study identified Food & Dining, Nature & Sightseeing, Shopping, Cultural Immersion, and Recharge & Disconnect as the top travel priorities influencing loyalty engagement across the region.
Food & Dining emerged as the strongest driver of hotel loyalty, with 63% of APEC travelers prioritizing culinary experiences when planning trips. Travelers in this segment were more likely to earn and redeem points through food-related experiences, making dining one of the most effective engagement tools for hospitality brands.
The report also highlighted significant growth potential among “Recharge & Disconnect” travelers, who are highly engaged with hotels, resorts, spas, and wellness experiences once on-property. These travelers are more likely to spend on accommodations, F&B, and relaxation-focused experiences, positioning hotels as destinations in themselves.
Hotel loyalty programs continue to dominate the regional loyalty landscape, with 66% participation across APEC — ahead of airline, retail, and dining loyalty programs. The report noted that most travelers remain enrolled in hotel loyalty programs for more than two years, reflecting strong long-term engagement.
Everyday earning opportunities have also become central to loyalty expectations. The ability to earn points through daily spending emerged as the most valued feature of loyalty programs, while redemption preferences balanced immediate rewards with aspirational experiences.
The report found that hotel loyalty ecosystems are increasingly strengthened through partnerships. Travelers across APEC showed strong interest in earning and redeeming points through co-branded credit cards, food delivery platforms, retail partnerships, and travel-related services.
More than half of travelers surveyed said they primarily redeem points for property upgrades, dining indulgences, and practical travel benefits that enhance their overall experience.
The report further identified three distinct hotel loyalty mindsets across APEC markets:
- Loyalty Strategists in Japan and South Korea prioritize disciplined earning, practical rewards, and program consistency.
- Value Optimizers in Singapore, Australia, and Thailand focus on visible savings, upgrades, and flexible travel benefits.
- Experience Seekers in India, Indonesia, and Vietnam are driven by exclusivity, partnerships, status, and memorable travel experiences.
India emerged as one of the region’s most engaged loyalty markets, with 93% participation in loyalty programs — the second highest in APEC. Indian travelers were also the most likely to redeem points for big-ticket rewards, while showing higher engagement with bank transfer-based earning systems and exclusive experiential benefits.
Commenting on the findings, John Toomey said hotel loyalty programs must evolve into adaptive ecosystems that grow alongside travelers’ changing lifestyles and preferences.
The report is based on a survey of 1,731 travelers across Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand, and Vietnam, conducted by Kantar on behalf of Marriott International.
