Hotel loyalty engagement across Asia Pacific excluding China (APEC) is being reshaped by travelers’ passions and local market behaviours rather than uniform regional trends, according to the Marriott Bonvoy Loyalty Trends Report 2026 released today.
The report, based on a quantitative survey of 1,731 travelers across eight markets including India, Australia, Japan and Singapore, finds that 89 per cent of APEC travelers participate in at least one loyalty program. Hotel loyalty leads all categories at 66 per cent participation, ahead of airlines, retail and dining programs.
Food and dining emerged as the strongest driver of both travel and loyalty engagement, with 63 per cent of APEC travelers prioritising culinary experiences when planning trips. At the other end, the report flags “Recharge and Disconnect” travelers as the largest untapped growth opportunity, noting high in-property engagement once enrolled.
On redemptions, 77 per cent of travelers use points for small, immediate rewards, while 61 per cent save for big-ticket items. Everyday earning — particularly through stays, co-branded credit cards and food delivery partnerships — remains the baseline expectation across markets.
The report identifies three distinct loyalty mindsets: Loyalty Strategists in Japan and South Korea, Value Optimizers in Singapore, Australia and Thailand, and Experience Seekers in high-growth markets including India, Indonesia and Vietnam.
India-specific data shows 93 per cent loyalty program participation, the second highest in APEC, with 69 per cent redeeming points for big-ticket items — the highest across the region. The research was conducted by Kantar.
Published on May 21, 2026