Hotel loyalty programs are increasingly viewed as the most important brands across their various portfolios.
During the recent 2024 NYU International Hospitality Industry Investment Conference, MCR Hotels Chairman and CEO Tyler Morse remarked that with various brands and sub-brands across the travel ecosystem, the larger loyalty umbrellas are most impactful consumer brands across the hotel industry.
"The frequent loyalty programs for Marriott, it's got 203 million [members] as of last week, and Hilton is pretty close at 190 million. Those are the big players in the business," he said.
With that in mind, Hotel News Now compiled the most recent membership totals for hotel loyalty programs to quantify their reach.
Marriott Bonvoy leads the way at 203 million members. Among the publicly traded hotel brands, Hyatt Hotels Corp.'s World of Hyatt is considerably smaller by headcount at 46 million, but company officials have touted outsize growth in recent quarter, up 22% in the first quarter, along with claims that they have "30% more members per hotel" compared to other brands.