A new Mews survey of 2,000 travellers shows a major transformation in loyalty behaviour: 68% say they stay loyal to hotels that offer standout, personalised experiences, placing traditional hotel loyalty points far behind in appeal. hotel loyalty trends 2025

This trend transcends demographics:

• Gen Z tops the chart, with 83% valuing personalisation over points,
• High-income earners (making over $150k) follow closely at 71%

Why Points Are Losing Their Shine

The poll highlights frustrations with legacy loyalty programs:

• 82% expressed dissatisfaction with point systems—citing short expiration windows (28%), blackout dates (24%), and rewards that feel unattainable (23%)
• Only 24% consider hotel rewards their most valuable loyalty asset, ranking them below grocery, credit card, gas points, and airline miles

Contrast that with findings from TravelDailyNews, which echo the sentiment in U.S. travellers—68% opt for personalised experiences over points, with similar breakdowns across Gen Z and affluent demographics

What Truly Keeps Guests Loyal?

Service and quality still matter:

• 88% will return following consistently good service,
• Poor service (62%), facility issues (51%), or room problems (49%) top the list of deal-breakers

These insights reinforce the fact that loyalty is built on trust, quality, and meaningful engagement—not just transactional perks.

Toward “Connected Loyalty”

Richard Valtr, Founder of Mews, describes loyalty’s future as:

“The era of transactional loyalty is over… Hotels that foster continuous and meaningful relationships with guests… are the ones that will see guests return time and time again.”

He envisions hotels positioned as complete lifestyle partners—extending beyond stays to gym memberships, workspaces, branded residences, and more. The goal? Integrate seamlessly into guests’ daily routines—where loyalty is driven by real-time recognition and personalization, not just accumulation of points.

What Hotels Can Do Now

1. Collect and activate guest data: Preferences, past stays, lifestyle signals—use these to fuel personalisation.
2. Reinvent loyalty models: Swap loyalty tiers for dynamic programing—offer on-demand perks, experiential upgrades, or curated local activities.
3. Improve service touchpoints: Train staff to know and anticipate guest needs, addressing issues before they escalate.
4. Design digital convenience: Install app check-ins, digital concierge features—but don’t lose the warm human element.

As Revinate’s trend report shows, points systems feel stale—personalised, instant experiences resonate far more with today’s guests

Final Thoughts about hotel loyalty trends 2025

The writing is on the wall: loyalty isn’t about points anymore, it’s about connections. Hotels that lean into personalized experiences, data-driven hospitality, and consistently excellent service will lead the charge. Meanwhile, the old school “earn-and-burn” loyalty models are starting to feel irrelevant.

In the emerging loyalty economy, travellers seek recognition that reflects who they are—and what they truly value.