Hotel loyalty programmes have evolved beyond merely collecting points during stays. Experts indicate that both travelers and non-travelers can now gather and utilize benefits through dining, wellness, retail collaborations, and co-branded credit cards, broadening rewards to encompass daily expenses.
With hotels merging loyalty with digital payments, dining expenses, and lifestyle activities, these programmes are transforming into year-round value initiatives instead of just stay-related perks, aligning them more closely with regular financial choices.
Loyalty transcends stays
Khushnooma Kapadia, Vice President of Marketing – South Asia at Marriott International, stated that hospitality-fueled loyalty has progressed from earning points during stays to include dining, wellness, retail, and entertainment.
Marriott Bonvoy, the company’s programme, allows members to earn and redeem points on hotel stays, food and beverage, curated culinary events, and select collaborations.
Nikhil Sharma, Managing Director & COO, South Asia of Radisson Hotel Group, mentioned that Radisson Rewards had approximately 3.8 million members in India by 2025.
He noted that the programme now encompasses dining and curated encounters, alongside conventional benefits like member-only rates, tier advancements, upgrades, and priority services.
Animesh Kumar, Commercial Head at ibis & ibis Styles India, remarked that loyalty today is “no longer limited to room nights alone,” with brands striving to stay relevant even when guests aren’t traveling. With ALL – Accor Live Limitless, members can earn and redeem points outside of stays, emphasizing simplicity and direct savings.
Ravi Rai, General Manager of The Orchid Hotel Mumbai, pointed out that hospitality brands now enable members to earn and redeem benefits across dining, spa and wellness services, local experiences, and lifestyle partnerships.
Vinesh Gupta, General Manager at The Den Bengaluru, explained that loyalty programmes are being designed as comprehensive lifestyle platforms, allowing earning and redemption in restaurants, events, and wellness activities.
Udit Kumar, Co-Founder of Brij Hotels, highlighted that loyalty in luxury hospitality is transforming into an experiential ecosystem, linking rewards to curated dining, cultural engagement, and wellness expeditions.
Connection with everyday expenditures
Experts also emphasize the increasing fusion of loyalty with financial products.
Marriott has collaborated with Flipkart and launched the co-branded Marriott Bonvoy HDFC Bank Credit Card, which enables members to accrue points on general purchases, travel, and dining, along with structured perks like elite status credits and lounge access.
Dhruv Verma, CEO of Thriwe, noted that loyalty in India is shaped by transactional behaviors influenced by UPI, digital wallets, and co-branded cards. He observed that rewards are moving closer to the payment moment, with contextual benefits such as upgrades or experiential privileges.
Kumar from ibis mentioned that programmes are being crafted to convert points into tangible savings, making benefits clearer and more straightforward rather than vague or abstract.
Emphasis on segmented engagement
Hospitality experts indicated that engagement strategies differ by guest segment.
Radisson stated that loyalty members play a significant role in driving direct bookings and guest demographics, with targeted offers and personalization enhancing repeat stays.
Property-level operators noted that they customize benefits for business travelers, families, social hosts, and dining-oriented guests to maintain programme relevance beyond just accommodation.
Across various brands, experts suggest that loyalty structures now integrate traditional stay-based incentives with dining access, experiential benefits, and earning mechanisms linked to payments.
