Following a turbulent year for U.S. travel, a large majority (91%) of Americans say they plan to take a trip in 2026, with 49% saying they want to travel more in the new year compared to 2025, according to new findings from Marriott Bonvoy.
This travel push comes as two-thirds of consumers say they will prioritize experiences over material purchases next year, per the Marriott Bonvoy survey, conducted from Nov. 18 to Nov. 20 among 2,090 U.S. adults.
Hotel loyalty programs may be essential to bolstering travel next year, with nearly 80% of consumers surveyed saying the programs “make it easier to turn travel desires into reality through perks such as free stays and upgrades.”
Loyalty programs add value
For U.S. consumers, hotel loyalty programs are increasingly important as a cost-saving method to make travel possible, the survey found. Some 49% of respondents said saving money on travel is one of the biggest benefits of hotel loyalty programs.
Consumers are looking to save on travel as a wealth bifurcation is at play in the hospitality industry. Travelers are set to tighten their budgets this holiday season, in particular. Still, some 122.4 million Americans are slated to travel through year-end, per AAA.
Industry professionals told Hotel Dive earlier this month that value is a key driver of hotel guest loyalty. Broadly, travelers are craving more value for their money, Choice Hotels Vice President of Loyalty Nandika Suri told Hotel Dive earlier this month. Travelers are interested in “getting maximum value out of the brands,” she said.
Amid this demand shift, a big opportunity for U.S. hotels “lies in identifying their guests’ preferences to craft standout, loyalty-driving experiences,” according to Brian Reising, regional vice president of U.S. and Latin America at SiteMinder.
Hotels enhance loyalty perks
Many hotel companies have recently incorporated exclusive experiences into their loyalty programs. For example, earlier this month, Hilton teamed up with Explora Journeys to offer sailing itineraries and loyalty perks as part of its newly launched Hilton Honors Adventures program extension. Meanwhile, Marriott took Bonvoy members to Taylor Swift’s Eras Tour last year, and Wyndham Hotels & Resorts has collaborated with restaurant chain Applebee’s on food and beverage rewards.
Some 46% of consumers in Marriott Bonvoy’s recent survey said they look forward to trying new dining experiences, in particular, when traveling next year.
Across Choice Hotels International, Hilton, Hyatt Hotels, Marriott and Wyndham, hotel loyalty membership has been rapidly growing, up 14.5% year over year in 2024 alone, CBRE reported earlier this year.
