A recently published survey by Talker Research suggested a new era in personalized travel. The study polled 2,000 Americans ages 18+ who have traveled in the last 12 months, and found that nearly 68% of travelers now say they’ll stay loyal to hotels that deliver standout, personalized experiences, leaving traditional, points-based rewards behind. The survey’s findings suggest that today’s luxury travelers embrace personalization, preferring tailored experiences over an outdated points-based reward system. This study highlights the changing needs of travelers who no longer seek transactional loyalty. Instead, today’s travelers want genuine recognition.
The poll of 2,000 American travelers found that only 24% of Americans say hotel rewards are the most valuable (behind grocery store rewards, credit card points, gas rewards, and airline miles). Additionally, 82% of current hotel loyalty members cited frustrations with traditional programs, including points expiring too quickly (28%), blackout dates (24%), and difficulty earning meaningful rewards (23%). These challenges drive travelers, especially younger and affluent segments, to seek alternatives.
Other key findings from this survey suggest that affluent travelers, specifically those earning between $150,000-$200,000, are more likely to prefer personalized experiences, and those earning over $200,000 want more from their current loyalty membership. Additionally, data suggests that most travelers are willing to share their data to improve hotel experiences. The data from this survey ultimately suggests that the hotel industry needs to move away from transactions and foster genuine connections, replacing outdated point systems and loyalty tiers with real-time recognition, seamless digital experiences, and tailored offerings that make every guest feel like a VIP.
