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Hotel Guests Have Never Been More (Dis)Loyal, But Some Brands Get It
Last June at the 2025 NYU International Hospitality Investment Forum in New York, many speakers highlighted the rapid expansion of hotel loyalty enrollments as evidence that brand allegiance is thriving. The logic was straightforward: if membership rolls are surging then emotional attachment must be rising in parallel.
A spring analysis from CBRE aggregated public filings from Marriott, Hilton, Wyndham and Choice, and calculated 675 million loyalty members worldwide in 2024. That represented 14.5% annual growth and exceeded net room supply expansion which translated to roughly 137 members per room. On the surface those figures suggest extraordinary brand gravity.
The problem is the implied…
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