👨🏻‍💼 Hotel Loyalty Race

The world's major hotel loyalty programs have grown enormously over the past six years. 

The Daily February 27, 2025

Good morning, readers. Hotel loyalty program membership is booming, with the industry's top programs adding more than 500 million members since the end of 2018. Where do things currently stand in the intense competition to attract members? Our analysis of financial filings provided answers.

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Hotels Who's Leading the Hotel Loyalty Membership Race

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The world's major hotel loyalty programs have grown enormously over the past six years. Senior Hospitality Editor examines the state of the loyalty program membership race:  While Marriott currently has the sector's most dominant loyalty program with roughly 228 million members, its rivals are closing the gap.  Hilton Honors is the fastest-growing major program, having expanded its membership base by 147% to 210 million members, and it could surpass Marriott's membership count by late 2026 if current growth rates remain the same.    Some smaller programs are growing even faster, with Hyatt's loyalty program membership increasing 338% between 2018 and 2024. Get the Full Story on Skift

Expereinces How Gen AI Is Enhancing Guest and Employee Experiences in Hospitality

Generative AI is transforming hospitality with personalized guest experiences, optimized workforce management, and operational efficiency. Through smart rooms, predictive maintenance, and AI-driven tools like chatbots, hotels are elevating service while supporting staff. Read the Full Story Sponsored by Capgemini

Travel Technology Amazon Alexa's AI Upgrade

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Amazon's voicebot Alexa is getting an upgrade that the company says will enable it to plan travel and book Uber rides. Travel Technology Reporter Justin Dawes explains:  Amazon says Alexa+, which it unveiled on Wednesday, is a digital "assistant" that is more conversational and smarter than the original voicebot first released in 2014.  Alexa+ can gain access to products developed by several of Amazon's travel partners — including Priceline, Tripadvisor, Uber, and OpenTable — to complete requests.  Amazon said that Alexa+ can share information about travel destinations and give recommendations through its partnerships with Fodor's Travel Guide. Get the Full Story on Skift

Airlines Southwest Flights Can Be Booked on Expedia

Image by Vincenzo Pace

Southwest Airlines flights will be available on Expedia, marking the first time customers will be able to book trips with the carrier through an online travel agency. Airlines Reporter Meghna Maharishi provides details about Southwest's big change: All of Southwest's network across the U.S., Mexico and the Caribbean will be available to book on Expedia and its brands Travelocity, Hotwire, Orbitz and CheapTickets.  The move to Expedia represents a significant shift in Southwest's business model as customers could traditionally book flights only through the carrier's website. In addition, Southwest also recently reached deals with Google Flights and Kayak to allow its flights to be displayed on those two meta search platforms. Get the Full Story on Skift

More From Skift

Airline Industry Reports 'Significant Increase' in Fatal Accidents Flywire Acquires Sertifi for $330 Million to Expand Payment Services for Hotels Here's Where IndiGo Is Flying With its First Widebody Flight

Skift Travel 200: Top Movers

Booking Holdings 5,034.55 +0.014%

Airbnb 144.03 +1.75%

Marriott International 282.16 +1.69%

Source: The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. Go to the Skift Travel 200. Stock data as of market close.

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