Why hotel loyalty is harder to earn than it looks

What traveler brand switching means for hotel loyalty strategies

Phocuswright research shows that traveler loyalty is far less stable than many hotels assume, even when stays go smoothly and service meets expectations. Fewer than half of travelers describe themselves as consistent in their choice of hotels, and many actively switch brands despite positive past experiences.

For hoteliers, this signals that loyalty is not broken—but it is situational, selective, and shaped by traveler mindset rather than points alone. Understanding why guests “defect” helps hotels design loyalty strategies grounded in relevance, recognition, and experience.

Key takeaways

• Repeat stays are not guaranteed: Even satisfied guests frequently choose different hotels on their next trip, showing that positive experiences alone do not secure long-term loyalty.
• True loyalty is narrower than expected: Only about four in ten leisure travelers gravitate toward one or two go-to hotel brands, while the majority remain open to alternatives or book infrequently.
• Variety is a feature, not a failure: Many guests deliberately seek new hotel experiences once core quality standards are met, switching brands simply to add novelty to their travel.
• Younger guests value choice over consistency: Gen Z, millennials, and Gen X are significantly more likely to prioritize variety, making traditional loyalty mechanics less effective for these segments.
• Quality is table stakes, not a differentiator: Cleanliness, service, and reliability are expected fundamentals; they prevent dissatisfaction but rarely create lasting attachment on their own.
• Loyalty programs miss the emotional driver: Points and status reward transactions, but guests often base repeat decisions on feeling recognized, understood, and aligned with a hotel’s character.
• Defection is not dissatisfaction: When guests choose another hotel, it is often curiosity-driven rather than a response to poor service—requiring hotels to rethink how loyalty is measured and nurtured.

Source: PhocusWire

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