Hotel loyalty programs: What perks most attract Singaporeans? | Analysis | Campaign Asia

Marriott Bonvoy lately launched a promotion for members of its loyalty rewards program. Till December 20, members who buy no less than 2000 Marriot factors will earn a 30% bonus in factors awarded. Marriot Bonvoy factors can be utilized to redeem free stays and suite upgrades at Marriot Bonvoy properties worldwide. 

However how in style are lodge loyalty packages in Singapore? What perks and privileges do travellers discover most tasty – and the way does this differ demographically? Crucially, to what extent does loyalty membership with a hospitality group information how Singaporeans select their journey lodging?  

How in style are lodge loyalty packages with travellers from Singapore?

Newest YouGov Surveys analysis exhibits that greater than a 3rd (35%) of Singapore customers are a member of no less than one lodge loyalty program.   

About one in eight (12%) are members of Marriot Bonvoy [Edition, The Ritz-Carlton, St. Regis, W Hotels, JW Marriott, Renaissance, Westin, The Luxury Collection, Sheraton, Delta, Fairfield Inn & Suites, City Express, Aloft, Moxy] and one in 9 (11%) IHG One Rewards (11%) [Regent, Six Senses, InterContinental, Kimpton, Hotel Indigo, Crowne Plaza, voco, Holiday Inn, Garner, avid, Vignette Collection] – the 2 hottest lodge loyalty packages. 

Multiple in fifteen customers are members of Accor Reside Limitless / Accor Plus (8%) [Sofitel, MGallery, Raffles, Banyan Tree, Fairmont, Swissotel, Orient Express, Pullman, Angsana, Mondrian, Mövenpick Hotels & Resorts, Novotel, Mecure, Mantra, Tribe, ibis, BreakFree], Hilton Honors (8%), Shangri-La Circle (7%) and World of Hyatt (6%), the subsequent hottest lodge loyalty packages.  

Which lodge loyalty program perks do Singapore travellers discover most interesting?

When requested concerning the high two advantages they most recognize about being a lodge loyalty membership member, greater than two-fifths (43%) spotlight with the ability to redeem loyalty factors for discounted / complimentary stays as a high perk.   

Shut to 1 in three (31%) worth early check-in and late check-out as a high benefit, adopted by free breakfast (28%) – rounding up the three hottest perks. 

In the meantime, round 1 / 4 (26%) most recognize room upgrades as a high perk, forward of discounted / precedence entry to lodge amenities (e.g. spas/wellness studios, boutique eating places, gyms, swimming swimming pools). 

Throughout completely different generations of lodge loyalty membership members, redeeming rewards factors for discounted / complimentary stays is the most well-liked perk. However, in comparison with different start cohorts, Gen X members are considerably extra prone to prize free breakfast (36%), whereas room upgrades are particularly prized by Millennials (33%). 

To what extent does loyalty program membership information the lodge reserving decisions of travellers from Singapore?

When lodge loyalty program members had been requested how they usually go about reserving journey lodging, over 1 / 4 (27%) say they begin off by looking out amongst lodge chains of which they’re a loyalty member, earlier than narrowing down by value and proximity to particular locations of curiosity. 

Then again, round two in 5 (41%) first search for inns near particular locations of curiosity they’re eager on visiting, earlier than contemplating value and loyalty program membership – whereas 30% first search for inns inside their journey finances, earlier than contemplating loyalty program membership and proximity to particular locations of curiosity. 

Moreover, males are considerably extra doubtless than girls to prioritise inns the place they’re a loyalty member on the outset of their seek for abroad journey accomodations (31% vs 21%).  

Throughout generations, Gen Z and Child Boomers are considerably extra doubtless than different start cohorts to start out of their lodge search based mostly on loyalty membership (34% and 30% respectively), in comparison with Millennials (23%) and Gen X (26%) travellers.

Methodology: YouGov Surveys: Serviced offers fast survey outcomes from nationally consultant or focused audiences in a number of markets. This examine was performed on-line in November 2023, with a nationally consultant pattern of 1,026 adults (aged 18+ years) in Singapore, utilizing a questionnaire designed by YouGov. Knowledge figures have been weighted by age, gender, and ethnicity to be consultant of all adults in Singapore (18 years or older), and replicate the newest Singapore Division of Statistics (DOS) estimates.

Eva Stewart is the worldwide sector head of journey and tourism for YouGov and Samuel Tan is their APAC information journalist.