While 75 percent of luxury hotel loyalty programs offer free-night stay rewards, only 35 percent offered other experiences as rewards, according to a new report from Gartner L2that examines the state of loyalty programs for luxury hotel brands.
The report, "The Loyalty Landscape After a Year of Mergers and Data Privacy Concerns,"examined a total of 49 luxury hotel brands and their respective loyalty programs, 10 of which are multi-brand, like a Marriott Rewards or World of Hyatt. The report also looked at 10 that are single-brand programs, like Mandarin Oriental or Warwick, or part of an independent hotel collection, such as Leading Hotels of the World of Small Luxury Hotels of the World.
"Brands are still very heavily invested in these loyalty programs," Michael Silverman, co-author of the report and senior associate of client and strategy research, Gartner L2, said. This is especially telling at a time when "the big are getting bigger, like Marriott and AccorHotels."