Hotel Loyalty Is Broken in Asia Pacific — Here’s What Needs to Change
Photo Credit: Accenture says hotel loyalty programs in Asia Pacific need a rethink. Freepik / DC Studio
Skift Take
Hotels keep saying loyalty matters, but Accenture’s latest research suggests many brands in Asia Pacific still treat it like a dusty filing system for points rather than a living, breathing revenue engine.
Loyalty programs may be important growth drivers across the global hotel industry, but a new Accenture study says they’re not delivering much benefit in the Asia Pacific region.
“Loyalty in Asia Pacific is still largely treated as a cost center, not a growth engine,” Emily Weiss, Accenture’s senior managing director and travel industry lead, told Skift.
Weiss argued that loyalty design is out of touch with what guests now expect. “Travelers today want more than points, they want recognition, relevance, and rewards that fit their lives.”
She said travelers expect instant gratification, with the ability to earn and redeem in the same moment “across everyday touchpoints.”
According to the study, the region is slowly seeing a shift toward real-time benefits, faster rewards, and more partnerships outside the hotel stay. Weiss described how modern programs could look: “E
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