Hotel groups grow loyalty membership despite 'points fatigue'

Accor is targeting more than €100 million in revenue from loyalty partnerships in the next 18 months.

During the hotel group’s second quarter earnings call, group chairman and CEO Sebastien Bazin did not confirm a current figure but said Accor would be reaching more than the €100 million mark through approximately 100 different partnerships. 

He also said that between 25% of 40% of the figure would transform into EBITDA.

The France-based company launched its Accor Live Limitless (ALL) loyalty program in early 2020, which Bazin described as 20 years late compared to the launch of similar programs from other large hotel groups such as Marriott and Hilton.

“It’s still far from the €1 billion of Bonvoy or Hilton Honors but at least we are doing so much better than the miniscule €6 million in 2020,” Bazin said.

At the time of launch, the existing loyalty program had about 64 million members. That figure has now grown to 100 million, a milestone the company hit back in March 2025. ALL saw 11 million new members sign up in 2024, and Bazin, who described the program as “our North Star,” said he expects new member signings to exceed that in 2025. 

Marriott also saw membership of its Bonvoy loyalty program increase in Q2 to nearly 248 million members, up from 237 million in Q1. Discussing the growth, CEO Anthony Capuano said member penetration had also risen to 69% of rooms globally and 74% in the United States and Canada.

And the company is also hoping the launch of the Marriott Media Network in June will help drive further value for Bonvoy members.

Capuano said it would help brands “connect more meaningfully with guests across their journey. Leveraging our scale and loyalty program, it will allow advertisers to use our deep insights into traveler behavior and preferences to reach high value audiences through curated touch points like the Bonvoy app and in-room TV.”

The growth of the programs and the drive to maximize their value for travelers and the bottom line come amid changing consumer expectations around loyalty.

Points death or fatigue?

In recent months, some in the hotel industry have even suggested points-based loyalty schemes are dead. Others, meanwhile, see hotel chains and groups seeking common ground between the millions in revenue earned from loyalty and the customers who are no longer interested in what programs offer.

Hotel-specific findings from Accenture’s Consumer Pulse 2025 study revealed declining satisfaction among travelers and even “points fatigue.”

The survey, which covered 18,000 consumers in 14 countries, found that although 57% are hotel loyalty scheme members, half of those don’t see the programs offering the value they used to.

Further insights revealed in the study show Gen Z and millennials are 19% more likely to join a program than older cohorts but will also shift their customer to another brand when disappointed.

And, most hotel loyalty members (89%) want to choose their own rewards, according to the Accenture study.

The shifting behaviors could prove a headache for hotel groups who have seen members stay more and spend more and want to keep them in the ecosystem.