Asia Pacific hotel loyalty programs need a reset

Why outdated programs are failing guests — and what hotels must rethink next

Accenture’s latest research shows that hotel loyalty programs in Asia Pacific are struggling to create real value for guests or for brands. The findings suggest that most programs remain focused on points, delayed rewards, and transactional structures that no longer match traveler expectations. The study also highlights broader shifts in guest behavior, hotel revenue models, and technology limitations that prevent meaningful transformation. Together, these pressures point to the need for more flexible, real-time, and experience-led loyalty ecosystems across the region.

Key takeaways

• Loyalty treated as cost center: Many hotel groups in Asia Pacific still regard loyalty programs as expenses rather than engines for growth and engagement.
• Outdated program design: Traditional point-based systems are out of sync with traveler expectations for instant recognition, relevant offers, and real-time rewards.
• Shift toward real-time value: Guests increasingly want immediate earn-and-redeem options and playful, gamified engagement across everyday touchpoints.
• New revenue priorities: Ninety-four percent of hotel leaders plan to expand beyond rooms into retail, e-commerce, partnerships, and better use of underutilized spaces.
• Technology barriers: Fragmented data, legacy systems, and operational friction limit personalization and slow innovation across many brands.
• Market diversity matters: Asia Pacific’s varied digital habits and guest expectations require locally adapted strategies rather than a single regional approach.
• Rise of hospitality ecosystems: By 2030, value is expected to come from integrated loyalty, commerce, and local experiences rather than room nights alone.

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