The Latest Numbers Behind Hotel Groups' Bet on Credit Card Rewards

Hotel chains are doubling down on loyalty programs, and the strategy appears to be paying off. A CBRE report shows these plans drive occupancy growth for major groups like Marriott and Hilton, even as the programs evolve beyond catering solely to road warriors.

The research arm of CBRE, a property agency, has published a study analyzing the hotel loyalty programs of five major U.S. public hospitality groups — Marriott, Hilton, Hyatt, Choice, and Wyndham.

Tellingly, loyalty members accounted for one out of every two room nights booked. That's a sizable chunk of business, especially valuable during slow periods.

Hotel groups have worked to broaden the base of loyalty members by diversifying away from a dependence on road warriors and points obsessives.

Here is how that shift is being reflected in the performance.