Hotel loyalty programs have evolved beyond simply earning points during overnight stays. According to industry experts, both travelers and non-travelers can now earn and redeem benefits through dining, wellness, retail partnerships, and co-branded credit cards, allowing rewards to extend into everyday purchases.
With hotel chains incorporating loyalty into digital payments, various dining experiences, and lifestyle offerings, these programs are transforming into year-round value platforms rather than just stay-exclusive perks, making them more aligned with everyday financial choices.
Loyalty transcends stays
Khushnooma Kapadia, Vice President of Marketing – South Asia at Marriott International, stated that hospitality-driven loyalty has expanded from merely accruing points during stays to encompass dining, wellness, retail, and entertainment options.
Marriott’s program, Marriott Bonvoy, allows members to earn and use points across hotel stays, food and beverages, curated culinary experiences, and selected partnerships.
At Radisson Hotel Group, Managing Director & COO for South Asia, Nikhil Sharma, noted that Radisson Rewards had approximately 3.8 million members in India by 2025.
He mentioned that the program now includes dining options and curated experiences, along with traditional benefits like member-only rates, tier progression, room upgrades, and priority services.
Animesh Kumar, Commercial Head at ibis & ibis Styles India, remarked that loyalty has “expanded beyond just room nights,” with brands striving to maintain relevance even when guests are not traveling. Through ALL – Accor Live Limitless, members can earn and redeem benefits beyond hotel stays, focusing on simplicity and immediate savings.
Ravi Rai, General Manager of The Orchid Hotel Mumbai, indicated that hospitality brands are now permitting members to earn and redeem rewards on dining, spa, wellness services, local experiences, and lifestyle collaborations.
Vinesh Gupta, General Manager at The Den Bengaluru, expressed that loyalty programs are being designed to operate as comprehensive lifestyle platforms, offering earning and redemption opportunities across restaurants, events, and wellness services.
Udit Kumar, Co-Founder of Brij Hotels, shared that in luxury hospitality, loyalty is transforming into an experiential ecosystem, with rewards tied to curated dining experiences, cultural immersion, and wellness journeys.
Integration with daily expenses
Experts also emphasize the increasing connection between loyalty programs and financial products.
Marriott has collaborated with Flipkart and launched the co-branded Marriott Bonvoy HDFC Bank Credit Card, allowing members to earn points on general spending, travel, and dining, along with advantages like elite status credits and lounge access.
Dhruv Verma, CEO of Thriwe, pointed out that loyalty trends in India are influenced by transactional behaviors shaped by UPI, digital wallets, and co-branded cards. He observed that rewards are becoming more aligned with the point of payment, offering contextual benefits like upgrades and exclusive privileges.
Kumar of ibis added that programs are being structured to convert points into real savings, making benefits more tangible and accessible rather than distant or abstract.
Focus on targeted engagement
Hospitality experts noted that engagement strategies differ by guest segment.
Radisson indicated that loyalty members play a significant role in direct bookings and the overall guest mix, with targeted offers and personalization enhancing repeat stays.
Property management noted that they customize benefits for business travelers, families, social hosts, and dining-focused guests to ensure programs remain relevant beyond accommodations.
Overall, experts indicate that loyalty structures are now blending traditional stay-based rewards with access to dining, experiential privileges, and payment-linked earning opportunities.
