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Hotel Loyalty Programs: Marriott, IHG & Hyatt's Real Goal

InterContinental Hotels Group logoInterContinental Hotels Group
Sig2.65Sen+2.50Env0.00Soc+0.80Gov+0.60
Marriott International logoMarriott International
Sig1.45Sen-0.85Env0.00Soc0.00Gov-0.60

Thailand and Taiwan mark the latest stop in IHG’s regional digital push, extending a LINE app to make reservations easier. Beneath the convenience is a shift of bookings away from OTAs and intermediaries toward direct channels that feed loyalty. Marriott’s rules treat third-party bookings as non-qualifying, while direct and hotel-led stays count. IHG says loyalty members spend about 20% more and are 10 times more likely to book direct.

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