Travel passions and local behavior are changing hotel loyalty in Asia Pacific, excluding China | News

Loyalty engagement in the Asia-Pacific region excluding China (APEC) is entering a more complex and mature phase. Marriott Bonvoy’s new Loyalty Trends Report 2026 shows that while 89% of travelers in APEC participate in at least one loyalty program, the way they interact with them is no longer uniform. Instead, engagement is shaped by a combination of travel priorities, everyday value expectations and clear local market dynamics, signaling a clear shift from one-size-fits-all loyalty models.

Travel passions shape loyalty engagement

Findings from the trends report show that travel passions are the strongest indicator of loyalty engagement. The way travelers earn, redeem and value loyalty benefits varies most depending on what they’re traveling for. This indicates that successful loyalty design needs more breadth and depth to serve different interests in diverse markets.

The report identified the top five travel priorities in APEC: food and dining, nature/sightseeing, shopping, cultural immersion and recharge and unplug.

Food and dining emerges as the most powerful driver of travel and hotel loyalty, with 63% of APEC travelers prioritizing culinary experiences when planning their trips. Food and dining travelers exhibit particularly pronounced loyalty behaviors: they are more likely to earn money through food-related activities and be able to redeem them for F&B treats, making food one of the most powerful and scalable levers for hotel loyalty engagement.

Recharge & Disconnect travelers are the biggest opportunity group for hotel loyalty growth. While they are less likely than some other traveler groups to participate in hotel loyalty programs, they are highly engaged once they walk past the hotel door. They are more likely to stay in hotels, resorts and villas with a partner and earn hotel loyalty points through stays, F&B and spas, indicating that for Recharge & Disconnect travelers, accommodations are the destination.

Hotel loyalty is at the heart of travel loyalty

Hotel loyalty programs are the most participating loyalty category within APEC, engaging 66% of travelers – ahead of airlines, retail and dining programs. Member retention is strong, with most travelers staying enrolled for more than two years – indicating that hotel loyalty continues to anchor travelers’ relationships with brands.

Immediate, everyday value is most important

A clear basic expectation runs throughout APEC: daily revenues are non-negotiable. The ability to earn points on everyday spend is the most important feature of a good loyalty program. Unlocking value through points redemption varies: 77% of travelers use points for small rewards they can access immediately, 61% for big-ticket items, and 37% for exclusive experiences. These patterns suggest that loyalty success requires balancing aspirational rewards with practical value.

Partnerships Power Hotel Loyalty

Hotel loyalty programs that are connected to a broader partnership ecosystem are more relevant. APEC travelers want more ways to earn and redeem points, with half calling for easier earning and spending options and more partner choices for redemption. This suggests that hotel loyalty is strongest when it extends to a broader, everyday ecosystem.

Earning hotel loyalty within APEC is primarily driven by hotel stays (57%) and co-branded credit card spend (53%), followed by food delivery and dining (48%) and retail and e-commerce partners (45%). This suggests that hotel loyalty grows best when programs align with travel and daily spending.

On the redemption side, travelers most often use hotel loyalty points for accommodation upgrades (58%), small F&B treats (57%) and practical travel benefits (51%), indicating that members value rewards that enhance the travel experience.

Three different loyalty mentalities in APEC

Although participation in loyalty is widespread within APEC, the meaning, mechanisms and motivations of loyalty vary considerably across markets. The report identifies three distinct loyalty mindsets in APEC markets, each with different expectations from hotel loyalty programs.

Loyalty Strategists: Japan and South Korea

In these mature markets, loyalty behavior is very deliberate, rational and optimized. Travelers in these markets use loyalty programs as strategic tools – maximizing value through disciplined earning, extensive use of co-branded cards or stay-based accruals, and practical redemptions such as food and beverage or cost offsets. For these travelers, the consistency of loyalty programs builds trust, and engagement across programs is purposefully curated.

Value Optimizers: Singapore, Australia and Thailand
Value Optimizers are at the pragmatic center of the loyalty spectrum. Travelers in these markets are active but selective and seek loyalty when it clearly improves travel value, flexibility or efficiency. They respond strongly to direct booking incentives, milestone bonuses, upgrades and practical benefits such as late check-out or room improvements. They are more attracted to hotel loyalty programs that tangibly improve their travel experience or deliver visible savings.

Experience seekers: India, Indonesia and Vietnam
These fast-growing markets are concerned with loyalty both emotionally and transactionally, with travelers showing a greater interest in partnership ecosystems, exclusivity, status and memorable experiences. In these markets, loyalty serves not only as a savings mechanism, but also as a gateway to aspiration and discovery. These markets are also showing rising prosperity and represent the region’s strongest growth engine.

Together, the rise of these loyalty types reinforces a central finding of the report: loyalty growth in APEC will not be driven by a single regional playbook. “Hotel loyalty programs must evolve into adaptive ecosystems that grow with travelers, rather than just around them. In a region as diverse and fast-moving as APEC, brands that deeply understand local behaviors and cultural nuances will move beyond scale to earn lasting relevance and advocacy. At Marriott Bonvoy, we bring this to life through the power of our extensive portfolio, hyperlocal partnerships and curated experiences like Marriott Bonvoy Moments,” said John Toomey, Chief Commercial Officer, Asia Pacific excluding China, Marriott International.