Marriott Bonvoy Announces New Trends in Hotel Loyalty Programs in Asia Pacific (Excluding Greater China)
Marriott Bonvoy has released the 'Loyalty Trends Report 2026' for Asia Pacific. With 89% of travelers participating in loyalty programs, engagement is becoming more complex and mature, influenced by specific travel goals like dining and relaxation. The report highlights that a one-size-fits-all model is no longer effective, emphasizing the need for integration with daily consumption.
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- 📰 Published: May 21, 2026 at 19:00
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## Marriott Bonvoy Releases Asia Pacific Loyalty Trends Report
Marriott Bonvoy, the travel program from Marriott International, has released its latest report, 'Loyalty Trends Report 2026,' detailing how travelers in the Asia Pacific region (excluding Greater China) engage with loyalty programs.
The survey reveals that 89% of travelers in the region participate in at least one loyalty program, indicating that the market has evolved into a mature phase. However, travelers' values and needs vary significantly by market, making traditional, one-size-fits-all programs increasingly difficult to maintain.
### Travel Purpose Shapes Loyalty Behavior
The report's most significant finding is that the purpose of travel determines how travelers engage with loyalty programs. The five key purposes identified—'Dining,' 'Nature/Sightseeing,' 'Shopping,' 'Cultural Experience,' and 'Relaxation/Healing'—significantly impact how points are earned and redeemed.
In particular, 'Dining' is the most critical element, with 63% of travelers prioritizing it during travel planning. These travelers exhibit high engagement through food-related activities. Meanwhile, travelers focused on 'Relaxation/Healing,' while having lower initial enrollment rates, show high engagement through spa and dining spending during their stay.
### Hotel Loyalty as the Core Category
Hotel loyalty programs are the most utilized category in Asia Pacific, with a 66% participation rate among travelers. This outperforms airline and retail loyalty programs, positioning them as the core vehicle for long-term relationships between travelers and brands, with many maintaining membership for over two years.
### The Value of Daily Utility and Ecosystems
Across Asia Pacific, the ability to 'earn points through daily usage' is essential. While 77% of travelers redeem points for small, immediate rewards, 61% save for high-value rewards, and 37% pursue exclusive experiences. Balancing aspirational rewards with practical, daily utility is crucial.
Approximately half of the travelers express a desire for broader point redemption options. Programs that offer touchpoints beyond accommodation, such as co-branded credit cards, food delivery, and retail partnerships, are significantly more attractive. The most popular redemption uses include room upgrades (58%), dining benefits (57%), and practical travel perks (51%).
### Regional Loyalty Profiles
The report classifies loyalty values across markets. For instance, Japan and South Korea are categorized as 'Loyalty Strategists,' where programs are deeply embedded, and usage is characterized by a long-term, strategic approach. To meet these diversifying needs, programs are increasingly required to offer multi-faceted and flexible designs.
Marriott Bonvoy, the travel program from Marriott International, has released its latest report, 'Loyalty Trends Report 2026,' detailing how travelers in the Asia Pacific region (excluding Greater China) engage with loyalty programs.
The survey reveals that 89% of travelers in the region participate in at least one loyalty program, indicating that the market has evolved into a mature phase. However, travelers' values and needs vary significantly by market, making traditional, one-size-fits-all programs increasingly difficult to maintain.
### Travel Purpose Shapes Loyalty Behavior
The report's most significant finding is that the purpose of travel determines how travelers engage with loyalty programs. The five key purposes identified—'Dining,' 'Nature/Sightseeing,' 'Shopping,' 'Cultural Experience,' and 'Relaxation/Healing'—significantly impact how points are earned and redeemed.
In particular, 'Dining' is the most critical element, with 63% of travelers prioritizing it during travel planning. These travelers exhibit high engagement through food-related activities. Meanwhile, travelers focused on 'Relaxation/Healing,' while having lower initial enrollment rates, show high engagement through spa and dining spending during their stay.
### Hotel Loyalty as the Core Category
Hotel loyalty programs are the most utilized category in Asia Pacific, with a 66% participation rate among travelers. This outperforms airline and retail loyalty programs, positioning them as the core vehicle for long-term relationships between travelers and brands, with many maintaining membership for over two years.
### The Value of Daily Utility and Ecosystems
Across Asia Pacific, the ability to 'earn points through daily usage' is essential. While 77% of travelers redeem points for small, immediate rewards, 61% save for high-value rewards, and 37% pursue exclusive experiences. Balancing aspirational rewards with practical, daily utility is crucial.
Approximately half of the travelers express a desire for broader point redemption options. Programs that offer touchpoints beyond accommodation, such as co-branded credit cards, food delivery, and retail partnerships, are significantly more attractive. The most popular redemption uses include room upgrades (58%), dining benefits (57%), and practical travel perks (51%).
### Regional Loyalty Profiles
The report classifies loyalty values across markets. For instance, Japan and South Korea are categorized as 'Loyalty Strategists,' where programs are deeply embedded, and usage is characterized by a long-term, strategic approach. To meet these diversifying needs, programs are increasingly required to offer multi-faceted and flexible designs.
FAQ
アジア太平洋地域の旅行者が最も参加しているロイヤリティプログラムのカテゴリーは何ですか？
ホテルのロイヤリティプログラムが最も利用率が高く、アジア太平洋地域の旅行者の66％が参加しています。
旅行者がロイヤリティプログラムに期待する日常的な価値とは何ですか？
日常的な支出を通じたポイント獲得と、すぐに利用できる小規模な特典から憧れを喚起する高額特典まで、実用的かつ多様な利用方法の両立が期待されています。
「食・ダイニング」はロイヤリティプログラムにどのような影響を与えていますか？
旅行計画の最重要要素であり、飲食利用によるポイント獲得や特典利用への意欲が高く、エンゲージメントを高める鍵となっています。
日本人旅行者のロイヤリティプログラム利用傾向の特徴は？
82％がプログラムに参加し、同一プログラムを5年以上継続利用している割合が34％と最も高いのが特徴です。
調査で明らかになったアジア太平洋地域の旅行目的ベスト5は何ですか？
「食・ダイニング」、「自然・観光」、「ショッピング」、「文化体験」、「リフレッシュ・癒やし」の5つです。