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.................................. .................................. .................................. .................................. LOYALTY CARD LOYALTY CARD LOYALTY CARD WHAT’S DRIVING HOTEL LOYALTY MEMBERSHIP PwC’s Consumer Intelligence Series interviewed 1,026 business and leisure travelers to understand how their preferences influence investment priorities for the world’s leading hotel loyalty programs. Here’s what you need to know. LOYALTY MEANS MORE DOLLARS FOR HOTELS To stay at their preferred brands, travelers will spend on average... LOYALTY CARD LOYALTY CARD LOYALTY CARD .................................. ...................... .................................. © 2016 STR, Inc. All Rights Reserved. Illustrations: Annamarie Hudson Source: PwC’s “What’s driving customer loyalty for today’s hotel brands?” Travelers aged 30 & older have an average of 3.6 LOYALTY MEMBERSHIPS Millennials have an average of 3 LOYALTY MEMBERSHIPS THE SAME GOES FOR BUSINESS TRAVELERS. BUT MILLENNIAL LEISURE TRAVELERS HAD FEWER LOYALTY MEMBERSHIPS. MILLENNIALS AREN’T THAT DIFFERENT AVERAGE MEMBERSHIPS BUSINESS LEISURE TOTAL MILLENIALS 3.4 2.3 3.0 OTHERS 3.9 3.2 3.6 WHAT'S MOTIVATING MEMBERSHIPS? Perceived point value Prices are aligned to what I want to pay I feel I get a more personalized experience Partnerships with other companies (Credit Card, airlines, etc.) Friends and family Other BUSINESS TRAVELERS LEISURE TRAVELERS BASE: TOTAL BUSINESS TRAVELERS (600) | TOTAL LEISURE TRAVELERS (426) 54% 46% 41% 38% 40% 27% 33% 31% 7% 7% 3% 6% TRAVELERS LIKE TO REDEEM POINTS FOR... BUSINESS TRAVELERS LEISURE TRAVELERS 84% 79% Hotel Nights 21% 12% Upgrades 13% 19% Airline Miles 12% 7% Merchandise 0% 2% Other BASE: 600 BUSINESS TRAVELERS 426 LEISURE TRAVELERS Leisure travelers ............................................ + $ 27 Business travelers + $ 23 ......................................................................... ......................................................................... ...................... ...................... ...................... ...................................................................................................................................... ......................................................................................................................................

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Page 1: What’s driving HOTEL LOYALTY membership

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W H AT ’ S D R I V I N G

HOTEL LOYALTYM E M B E R S H I P

PwC’s Consumer Intelligence Series interviewed 1,026 business and leisure travelers to understand how their preferences influence investment priorities for the world’s leading hotel loyalty programs.

Here’s what you need to know.

LOYALTY MEANS MORE DOLLARS FOR HOTELSTo stay at their preferred brands, travelers will spend on average...

LOYA

LTY

CA

RD

LOYA

LTY

CA

R DLO

YALT

Y C A

R D

..................................

......................

..................................

© 2016 STR, Inc. All Rights Reserved.Illustrations: Annamarie Hudson

Source: PwC’s “What’s driving customer loyalty for today’s hotel brands?”

Travelers aged 30 & older have an average of

3.6 LOYALTY MEMBERSHIPS

Millennials have an average of

3 LOYALTY MEMBERSHIPS THE SAME GOES FOR BUSINESS TRAVELERS. BUT MILLENNIAL LEISURE TRAVELERS HAD FEWER LOYALTY MEMBERSHIPS.

MILLENNIALS AREN’T THAT DIFFERENT

AVERAGE MEMBERSHIPSBUSINESS LEISURE TOTAL

MILLENIALS 3.4 2.3 3.0

OTHERS 3.9 3.2 3.6

WHAT'S MOTIVATING MEMBERSHIPS?

Perceived point value Prices are aligned to what I want to pay

I feel I get a morepersonalized experience

Partnerships with other companies

(Credit Card, airlines, etc.)

Friends and family Other

BUSINESS TRAVELERS LEISURE TRAVELERS

BASE: TOTAL BUSINESS TRAVELERS (600) | TOTAL LEISURE TRAVELERS (426)

54% 46% 41% 38% 40% 27%

33% 31% 7% 7% 3% 6%

TRAVELERS LIKE TO REDEEM POINTS FOR...

BUSINESS TRAVELERS LEISURE TRAVELERS

84% 79%Hotel Nights21% 12%Upgrades13% 19%Airline Miles12% 7%Merchandise0% 2%Other

BASE: 600 BUSINESS TRAVELERS426 LEISURE TRAVELERS

Leisure travelers

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+$27Business travelers

+$23

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