We asked: In a recent incert survey*, we wanted to know what convinces hotel guests and where traditional programs often fail. The results provide clear answers and valuable inspiration for hotels that want to take their guest loyalty to the next level.
Here are five answers to what your loyalty system needs to deliver to score points.
1. what benefits do hotel guests expect from a guest loyalty program?
First and foremost, guests want clear, tangible benefits. Discounts on bookings are particularly popular, followed by free additional services such as breakfast or spa access and room upgrades. These classic incentives are in the foreground. However, experiences, non-cash rewards or exclusive offers are also well received. The decisive factor is that the benefits are relevant, tangible and comprehensible and really feel like a reward.
2. how easy does a loyalty program have to be for guests to use it?
A guest loyalty program must work intuitively and be immediately understandable. Most guests want to be able to see at a glance how they can collect and redeem points. Simple processes, clear rules and a transparent structure are crucial. If everything is designed to be self-explanatory, the program will be actively used. Complicated systems, on the other hand, quickly end up in the digital storeroom.
3. for which services do hotel guests want to collect points?
Not only overnight stays count! Guests also want points for restaurant visits, drinks at the bar, direct bookings via the website or personal recommendations. The survey shows: Guests express their loyalty throughout their stay – and want to be rewarded for it. Integrating the entire hotel experience automatically strengthens every point of contact with the brand.
4. when would guests like to be able to redeem their points?
The vast majority of respondents want to be able to redeem their points immediately or after a short time at the latest . Programs in which rewards can only be achieved after many stays quickly lose their appeal. Quick redemption provides motivation and increases the chance that hotel guests will return and recommend the system to others. Loyalty must pay off quickly – not at some point.
5. how would hotel guests like to be informed about their points balance and offers?
Information must be easily accessible. According to the survey, guests prefer three channels: email, check-in at reception and app. These channels offer an overview, timeliness and convenience. It is important that communication is regular and leaves no questions unanswered. This builds trust and encourages active use of the program.
Conclusion
A modern guest loyalty program is not convincing through complexity, but through clarity and genuine relevance. Guests want to quickly understand what’s in it for them and experience this added value directly. If you can achieve this, you will turn occasional guests into loyal fans and increase direct bookings and brand loyalty at the same time.
Ready to score points with your guests?
You want to know how you can achieve more direct bookings, stronger brand loyalty and genuine enthusiasm with a modern guest loyalty program – we’ll show you how.
*The content is based on a quantitative online survey of 125 hotel guests of different age groups. The study was conducted in spring 2025 as part of a bachelor’s thesis at incert.
