Free nights, Wi-Fi top loyalty program wish list: survey

When it comes to joining a hotel loyalty program, the ease with which one can earn free nights is the main motivator, as indicated by 62% of respondents to a survey of more than 1,000 U.S. consumers by Kelton Global on behalf of Club Carlson, Carlson Rezidor Hotel Group’s global hotel rewards program.

Other top motivators for joining a hotel loyalty program include free Internet and access to Wi-Fi (41%), the quantity of hotels at which to earn and redeem points, where the hotels are located and regular promotions for members (40%).

While more than one in five respondents (21%) belong to a hotel brand’s loyalty program, almost 60% are members of more than one, as they shop around for the one that best suits their given needs.

While four out of five individuals state they would join a hotel loyalty program, it takes three or more experiences for two-thirds of consumers to consider themselves loyal to a specific brand, though disappointing experiences would cause 91% to discontinue their affiliation. Forty-one percent of those polled would cancel after just one unsatisfactory experience.