Marriott Bonvoy Announces New Trends in Hotel Loyalty Programs in Asia Pacific (Excluding Greater China)

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.