A recent report from Marriott Bonvoy, a travel initiative, revealed that India ranks as one of the most engaged hotel loyalty markets in the Asia Pacific, with 77% of travelers participating in hotel loyalty schemes, significantly higher than the regional average of 66%.
These findings highlight the transformation of travel rewards from mere vacation bonuses into a more comprehensive personal finance strategy linked to daily expenditures.
Within the Asia Pacific excluding China (APEC) region, 62% of travelers reported earning loyalty points via co-branded payment methods, with co-branded credit cards identified as a leading way for consumers to gather hotel loyalty points.
The report indicated that consumers place greater importance on “everyday earn”—rewards accrued through daily spending—rather than solely on aspirational perks.
Approximately 22% of those surveyed considered earning points from everyday purchases as the essential feature of a loyalty program, surpassing exclusive experiences or personalized offers.
This trend is contributing to the rapid growth of travel-related credit cards and loyalty ecosystems in India,
where banks and hospitality brands are vying to integrate rewards into various categories including food delivery, dining, retail purchases, and fuel expenditures.
The report noted that almost half of travelers in the region desire more options to earn and redeem loyalty points, while 43% expressed interest in enhanced rewards linked to everyday spending.
Experts in the industry suggest this shift indicates a change in consumer behavior, with individuals looking for immediate and practical financial benefits from loyalty programs instead of reserving points exclusively for premium travel.
This trend is also reflected in redemption behaviors.
Meanwhile, Indian consumers are displaying an increasing desire for premium and experience-focused rewards. The report highlighted India as one of the markets where travelers prefer exclusive access benefits and aspirational experiences more than in the wider region.
The findings suggest that loyalty programs fulfill dual roles for consumers—serving not only as lifestyle platforms but also as a method to lessen out-of-pocket expenses on travel, dining, and entertainment.
The survey included insights from over 1,700 mid- to high-income travelers aged 20 to 65 across Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand, and Vietnam.
