A look at five public hotel companies’ loyalty programs
A look at five public hotel companies’ loyalty programs
13 JULY 2018 8:27 AM

Five hotel companies publicly reported loyalty program memberships that reached more than 375 million guests combined in 2018, and are growing by about 4 million members a month.

GLOBAL REPORT—According to the U.S. Census, about 328 million people inhabit the United States in 2018.

Meanwhile, the combined global memberships of loyalty programs reported at five hotel companies in 2018 surpass that figure by nearly 50 million. Factor in membership growth that, all told, averages about 4 million members a month, and it’s clear to see the impact of and importance placed on loyalty in the hotel industry.

Here’s a snapshot of loyalty program size and growth, as publicly reported at five hotel companies.

*Correction, 18 July 2018: The infographic has been updated to give the correct name of Choice Hotels International's loyalty program, Choice Privileges. 


  • EugeColatrella July 13, 2018 1:46 PM Reply

    Yes, but how many members are actually active which I put at creating at least 5 transactions of any kind per year?

  • oscarcardenas July 13, 2018 5:49 PM Reply

    I find it fascinating that the parent companies with large economy brands/inventory have significantly fewer loyalty program members. As someone who works in the economy segment, I can’t help but wonder if our guests place their loyalty in price/value and service versus a points program. I am sure the answer is much more complex and multi-factorial but this is great to read nonetheless!

  • Tom July 17, 2018 6:18 AM Reply

    What does each brand actually know about it's program members. These numbers are similar to follows or likes, they mean nothing without a persona and activity. Just another "thumbs up" on facebook.

  • jshingal March 22, 2019 2:26 PM Reply

    Do you have an update to these numbers? Crazy to see how the Marriott/Starwood merger affected Hilton's membership growth.

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