The hotel chain with the most loyalty program members? Marriott, with more than 210 million members
Marketing campaigns have worked, and increases in investments in customer loyalty have worked as well. This is what emerges [...]
Marriott
Marketing campaigns have worked, and increases in investment in customer retention have worked as well.
In this article:
This is according to research conducted by the skift.com, according to which the hotel chain with the largest number of loyalty program members è Marriott, with more than 210 million members. It is worth mentioning that Marriott also holds the record for size, as it With its more than 9,000 hotels, it is the largest in the world.
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In second place, with more than 195 million members, are Hilton while on the lowest step of the podium is the group IHG which has a whopping 130 million subscribers; followed, then, by Wyndham (110 million), Accor (89 million), Choice (66 million), Hyatt (48 million) and Global Hotel Alliance (27 million).
Skift also recently released a report - the 'State of Travel 2024' - in which a comparison is made between data from the end of 2019 and the end of 2023: what emerges is quite interesting.
@skift.com
The 3 giants occupying the podium steps-Marriott, Hilton, and IHG-between 2019 and 2023 grew by no small margin in terms of loyalty program members.
IHG grew from 100 million members in 2019 to 130 million in 2023 (+30%) also accomplice to a total revamp of the One Rewards program and also an intensive Status Match and fast track campaign to attract new users.
Hilton, instead, if possible grew even more from 103 to 180 million (+75%); Marriott also saw its membership increase from 140 to 196 million (+40%).
Wyndham, then, went from 81 to 106 million members (+31%); Accor from 64 to 90 million members (+42%); Choice from 44 to 64 million (+45%). It is Hyatt, however, that recorded the highest percentage of growth in loyalty program members: rising from 22 million members in 2019 to 44 million in 2023, marking a +100%.
Finally, it was pointed out how much faster Hilton has grown (in terms of number of loyalty program members) than Marriott: +75% and +40%, respectively. Should this growth continue, within a year Hilton could overtake Marriott. We shall see.