HB Exclusive: Loyalty Contribution Reaches All-Time High

HB Exclusive: Loyalty Contribution Reaches All-Time High

NATIONAL REPORT—Hotel bookings from loyalty program members continue to increase across all chainscales—further reinforcing the value proposition for these programs, according to new data from the Demystifying the Digital Marketplace study of more than 25,000 hotels in North America by Kalibri Labs.

Certain customer segments, such as business travel and government, have always been strong on loyalty programs but the proportion of room nights booked by loyalty members is now at an all-time high, far surpassing the traditional contribution strength of those two segments.

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