The 'race' among hotel loyalty programs: Marriott dominates, Hilton chases, but smaller chains grow rapidly
The hotel chain with the largest number of members is Marriott: there are more than 228 million members of the program [...]
Marriott
The hotel chain with the largest number of members is. Marriott: are over 228 million Bonvoy loyalty program members; however, Rival chains are growing rapidly. Let's find out some interesting data, emerged from an analysis of the Skift site.
In this article:
Hilton Honors is the fastest growing loyalty program, increasing from 85 million in 2018 to 210 million members in 2024 (+147%): at this rate, Hilton could overtake Marriott-about the number of members-by the coming year, in 2026. Marriott, for its part, has also seen a significant increase in the number of subscribers: in 2018 there were 125 million, while in 2024 it became 228 million (+28%).
Although the giants continue to dominate, smaller chains are growing-if possible-even faster. IHG, for example, according to Skift's analysis, it had 95 million subscribers in 2018, rising to 145 million in 2024 (+52%). Accor, with its ALL loyalty programs, did even better: it grew from 64 million members in 2018 to 99 million in 2024 (+54%).
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Radisson almost doubled the number of members: from 11 million in 2022 to 20 million in 2024 (+81%). Dulcis in fundo, Hyatt Is the hotel chain with the most significant growth. In 2018, members of World of Hyatt - Hyatt's loyalty program - numbered 16 million: by 2024, however, they more than tripled to 54 million; we are talking about a growth of 238%.
