Loyalty in Action: Strategies for Hotels to Drive Direct Bookings – Expert Perspectives

Sandeep Singh

Founder Of Rubystone Hospitality

Hotels now must compete with online travel platforms, and loyalty programmes support direct booking. The best loyalty programmes are simple, transparent, and rewarding. Direct

booking discounts, complimentary upgrades, and early check-in solutions are easily announced to motivate guests not to book through an OTA. Point systems work too, as guests stay often and then have a host of rewards to redeem, like free nights or a food and beverage voucher. Tiered reward schemes are effective, too, where repeated bookings unlock better benefits. Clarity is also paramount. Guests must readily understand how they are going to benefit from a direct reservation with the hotel. Most successful hotels, apart from rewards, also provide added benefits such as spa credits, airport pick-ups free of charge, or a dine-around package benefit. In conclusion, the importance of the loyalty programmes is to draw out the guest's feeling of value while also drawing loyalty to the hotel, thus enhancing the probability that they will return to the hotel through a direct reservation

Personalisation takes loyalty programmes from standard offers to meaningful experiences. When hotels track the preferences of guests, including room type, dietary needs, and preferred activities, the hotel offers a meaningful level of rewards and services. A frequent business traveller may prefer expedited check-ins and discounts on meeting rooms and other amenities, whereas a leisure traveller may prefer complimentary offerings from the spa or restaurants featured. By personalising the communication to guests, the emotional connection to the brand can be further established by sending birthday discounts or exclusive local travel tips. Of course, technology is important here. Data insights about guest preferences can be integrated into marketing ideas to map services to predicted guest needs with a tailored package. When guests feel the hotel understands them as individuals, rather than numbers, they are much more likely to remain loyal. Beyond trust, personalisation increases the likelihood of return stays and encourages word-of-mouth.

Atul Vashisth

Managing Director, Botanix Resort Pvt Ltd

In today’s competitive hospitality landscape, loyalty programs are most powerful when they not only reward repeat visits but also create a deeper emotional bond with guests. The most effective strategies go beyond generic discounts or points-based systems. For hotels looking to drive direct bookings, offering exclusive member-only benefits—such as special rates, complimentary upgrades, early check-in and late check-out—creates immediate value. Pairing these with experiential rewards such as dining credits, access to wellness retreats, or curated local experiences makes direct booking far more attractive than third-party platforms.
Equally important is the role of personalization. Guests no longer want one-size-fits-all loyalty programs; they expect experiences that reflect their preferences and values. At Botanix Resorts Pvt Ltd, personalization is central to loyalty-building. Digital personalization also plays a role, with targeted pre-stay communication, curated offers, and post-stay engagement that resonates with the guest’s past choices.
By blending tangible benefits with thoughtful personalization, loyalty programs can evolve from transactional schemes into relationship-driven ecosystems. For hotels like Botanix Nature Resort, this means cultivating trust, strengthening brand recall, and inspiring guests not just to return—but to always book directly, knowing they will be rewarded with care, exclusivity, and experiences designed just for them.

Amruda Nair

CEO of Araiya Hotels and Resorts

At a time when distribution costs are rising and guest expectations are higher than ever, loyalty is the most powerful lever hotels have to drive profitable direct bookings. At Araiya, we see loyalty not as a points ledger but as an ongoing relationship built on relevance, value and experience. Through our GHA Discovery Loyalty program which is shared with other brands in India such as The Leela and Anantara Hotels initiatives such as the “Double DISCOVERY Dollars” promotion demonstrate the immediate uplift that well-timed, member-first offers can achieve across a global network.

Key strategies to drive direct bookings
- Clear, exclusive direct-booking benefits: At Araiya we guarantee our best flexible rate and include complimentary breakfast and free Wi‑Fi for Discovery members who book via our site. We also run periodic “Direct Only” upgrade windows for members that are not available through OTAs.
- Tiered, meaningful rewards: Our Araiya tiers reward frequency with instant benefits (priority check-in, late checkout) and aspirational experiences such as complimentary private dining or curated cultural excursions for upper tiers — benefits that encourage repeat direct bookings to reach the next tier.
- Time-limited promotions tied to urgency: We mirror alliance-wide windows (for example, when GHA runs Double D$) with targeted “Member Rapid Reward” offers, creating urgency and converting undecided guests into direct bookers.
- Seamless digital experience: Our systems store preferences (room type, pillow choice, dietary needs) and enables one-tap rebooking. Pre-filled profiles and saved payment methods reduce friction and materially improve conversion on mobile.
- Flexible, experiential redemption: Members can redeem discovery dollars not only for nights but for on-property experiences — spa credits, private excursions, or local dining curated by our concierge team — keeping members engaged between stays and increasing direct booking intent.

- Partnerships and pooled currency: Through GHA DISCOVERY and local partnerships, Araiya members can earn and redeem across a larger footprint, which we promote as a direct-booking advantage: book direct with Araiya and access alliance-wide benefits and redemptions.

The role of personalization
- Personalization is central — not optional. Araiya uses stay history and preference data to surface relevant offers: a returning leisure guest receives curated weekend spa or dining credits; a corporate booker sees flexible check-out and express billing options.
- Anticipatory service drives loyalty: We proactively set rooms to a guest’s saved preferences, prepare welcome amenities tied to past celebrations, and follow up with tailored return offers after each stay — turning satisfaction into habitual direct booking.
- Respectful data usage: Araiya implements privacy-first segmentation and clear opt-ins. Our personalization is always framed as a value exchange (better offers, faster service) to preserve trust.
- Test and iterate: We A/B test offer types, redemption values, and communication timing across segments to learn which incentives move members to book direct most efficiently.

Measurement and governance
- We track direct-booking share among members, incremental revenue per member, cost-to-acquire via owned channels vs. OTAs, and redemption behaviour. Cohort analysis shows how personalized campaigns and alliance promotions affect lifetime value.
- Operational alignment is critical: revenue management, digital product and operations share KPIs and run weekly reviews so personalization remains profitable and deliverable at scale.

At Araiya, loyalty is our promise: to make every member feel understood, valued and rewarded — and to make booking direct the easiest, most rewarding choice. By combining alliance-wide programs like GHA’s promotional initiatives with precise, privacy-first personalization and meaningful benefits, we convert one-night guests into lifetime advocates.

Salim Shaikh

Co Founder, Monday Hotels

For Monday Hotels, guest loyalty is driven by consistency, trust, and value rather than traditional point-based programs. By ensuring a best-rate guarantee on direct bookings, offering special inclusions like complimentary breakfast or early check-ins, late checkouts and highlighting the convenience of booking directly, the hotels can effectively reduce third party dependency.

Personalization plays a central role across both regions. In Maharashtra, this could mean tailoring experiences for business and leisure travelers with quick city-break packages, while in Hyderabad it could involve curating stays around local cuisine, or business-friendly services. By recognizing returning guests, remembering their preferences, and ensuring each stay is more seamless than the last, we strengthen emotional connections and encourage repeat direct bookings.

In essence, Monday Hotels builds guest loyalty through a blend of reliability and regionally relevant experiences, ensuring that every guest feels genuinely valued—whether staying in Maharashtra or Andhra Pradesh.

Jennifer Munro 

Vice President, Global Loyalty - Preferred Travel Group

Loyalty in Action: Strategies for Hotels to Drive Direct Bookings

- What are the most effective loyalty program strategies for hotels to drive direct bookings?
- What role does personalization play in hotel loyalty programs?

The most effective loyalty program strategies for hotels to drive direct bookings combine tangible rewards, experiential benefits, recognition and seamless technology. Preferred Travel Group’s I Prefer Hotel Rewards exemplifies this approach by rewarding members with points, status, and exclusive benefits across more than 650 participating hotels and resorts worldwide. Members have access to exclusive member rates, earn 10 points per US$1 spent on eligible direct bookings and can redeem them toward free nights or on-property spending. The program’s tiered structure (Silver, Gold, and Titanium) encourages repeat stays by offering escalating benefits such as priority early check-in, room upgrades, bonus points, welcome amenities, and even distinct food and beverage offerings. This tiered system not only motivates travelers to book directly but also creates a sense of progression and exclusivity.

Personalization plays a pivotal role in the success of programs like I Prefer. By tailoring rewards, communications, and offers to individual preferences, hotels can enhance the emotion-led connection that drives loyalty. From unique welcome gifts to recognizing stay patterns, personalization makes benefits feel meaningful and relevant. With more than 6 million enrolled travelers, I Prefer demonstrates how combining status recognition, personalized engagement, and user-friendly technology can transform loyalty from transactional to relationship-driven, ultimately boosting direct bookings.

Sanat Hooja

Partner, Machan Resorts LLP 

For The Machan, Lonavala loyalty is built through memorable experiences that make guests return and book directly. Offering value-driven benefits such as best-rate guarantees, added inclusions when booking on our website, and unique property-specific experiences ensures guests see the advantage of choosing direct channels. This may include eco-luxury touches like guided nature walks, stargazing, or wellness activities, while at Legacy Mandawa by The Machan personalized cultural immersions such as heritage tours or curated local experiences add value.
Personalization is at the heart of our approach—understanding guest preferences, recognizing special occasions, and tailoring stays so that each visit feels unique and meaningful. This guest-first philosophy not only strengthens brand loyalty but also drives repeat direct bookings across both destinations.

Pranav Dangi

CEO & Founder of Hosteller

Effective hotel loyalty programs hinge on exclusive perks, seamless booking experiences, and rewarding repeat stays. Personalization enhances guest trust, tailored offers, curated experiences, and relevant communication make travelers feel valued. This deepens brand connection, encouraging direct bookings and reducing reliance on third-party platforms, driving long-term profitability for hotels.

Akash Kalia

General Manager, DoubleTree Suites by Hilton Bengaluru Outer Ring Road

Loyalty programs are central to driving direct bookings and building trust. Hilton Honors sets itself apart with exclusive discounts, rewards, and personalized benefits. At our property, we leverage Kipsu guest messaging for real-time engagement and Digital Key technology, which allows members to check in, choose rooms, and unlock doors seamlessly through their devices. Personalized offers such as bonus points, dining discounts at Asia Alive or Spot 360, and access to curated events like the Honors Mixology Workshop at Tapeo further strengthen relationships. By combining personalization with digital innovation, we reduce reliance on third parties and create seamless journeys where guests prefer booking direct.

Anoop Vijayaraj

General Manager, Kairali-The Ayurvedic Healing Village

Kairali – The Ayurvedic Healing Village Loyalty Program
At Kairali, loyalty goes beyond points and discounts. Rooted in the principles of Ayurveda and holistic well-being, our program is designed to nurture lifelong wellness journeys rather than just repeat visits.
What Makes It Unique:
Exclusive Wellness Privileges – Access to personalized consultations with Ayurvedic experts, priority bookings for signature therapies, and exclusive invitations to immersive health retreats and workshops.
Personalized Care – Every guest experience is curated from past visits, tailoring Ayurveda programs, treatments, dietary preferences, and activities to match individual health goals.
Meaningful Connections – Guests are encouraged to share feedback, participate in workshops, and join our referral community, fostering a sense of belonging and shared well-being.
Our Loyalty Promise:
Each return to Kairali is not just another stay—it is a progressive step forward in personal health and mindfulness. By blending authentic care, personalized experiences, and community-driven engagement, our loyalty program transforms rewards into a deeper commitment to holistic living.

Sachin Malhotra

General Manager, Kochi Marriott Hotel

One of the most effective strategies for hotels to drive direct bookings is strengthening their loyalty programs. Marriott, through its First to 50 journey, aims to achieve 50% of bookings via brand.com by investing in paid media and prioritizing direct channels. Central to this effort is Marriott Bonvoy, where enrolment is actively encouraged at check-in by guest relations teams who explain program benefits, from exclusive rates to redeemable points. This direct engagement builds trust and nudges guests to book through brand platforms rather than third parties.

Personalization is equally critical in shaping guest loyalty. Beyond standard offers, it’s about creating memorable experiences—recalling preferences like room temperature, dietary restrictions, or allergen sensitivities, and acknowledging milestones such as birthdays or anniversaries. These thoughtful touches transform routine stays into personal journeys, encouraging repeat bookings directly with the brand. In essence, loyalty programs succeed when they go beyond points and perks, becoming a bridge between recognition, personalization, and long-term guest relationships.

Aman Dhoundiyal

General Manager, Hilton Garden Inn Mumbai International Airport

At Hilton Garden Inn Mumbai International Airport, we believe true loyalty goes beyond points and perks, it’s about creating real value that keeps guests coming back. Through Hilton Honors, our members enjoy exclusive benefits like special rates, flexible booking options, and seamless app-based features that make direct booking the smartest choice. To further enhance value, we curate offers such as complimentary airport transfers or dining packages, designed especially for repeat travelers who want more from every stay.

But loyalty isn’t just transactional, it thrives on personalization. By understanding guest history and preferences, we craft experiences that feel tailor-made. Whether it’s setting up a room exactly as a guest prefers, recommending dining options that match their palate, or providing wellness amenities for the frequent flyer, these thoughtful touches transform a stay into something memorable.

When loyalty meets personalization, the guest journey shifts from a simple booking to a meaningful relationship. This not only drives direct bookings but ensures our guests return season after season, confident that their expectations will not just be met, but exceeded.

Ritesh Sharma

General Manager Crowne Plaza Today New Delhi Okhla

One of the most effective ways to drive direct bookings is by leveraging the strength of global loyalty ecosystems like IHG One Rewards. Guests are far more inclined to book directly when they see tangible value—whether it’s exclusive member rates, reward points redeemable across thousands of properties worldwide, or added perks such as complimentary upgrades and late checkouts. At Crowne Plaza Today New Delhi Okhla, we also focus on educating our guests about these benefits at every touchpoint—website, check-in, and F&B experiences—ensuring they understand the advantages of booking directly with us rather than through intermediaries.

Personalization is, in many ways, the backbone of loyalty today. Guests expect us to know their preferences, whether it’s room type, dining choices, or even small gestures like a favorite welcome amenity. At our hotel, we leverage guest history and loyalty data to curate tailored experiences that make them feel valued and recognized every time they return. This not only strengthens emotional loyalty but also creates a seamless reason for guests to continue choosing direct channels, knowing that the hotel “remembers” them and is prepared to deliver a personalized stay each time.

Ankush Gagneja 

Area Director Revenue – IHCL, Goa

In an evolving hospitality landscape, loyalty programs have become critical drivers of direct bookings. The most effective strategies extend beyond transactional rewards and focus on creating differentiated value propositions for guests. Exclusive member rates, early check-in and late check-out privileges, complimentary upgrades, and personalized dining or wellness benefits are proven levers that shift preference towards brand.com over third party channels.

Personalization remains at the heart of successful loyalty programs. Guests expect recognition that goes beyond a points balance. Harnessing data to anticipate preferences whether through tailored offers, curated experiences, or proactive communication builds an emotional connection that strengthens loyalty. A returning guest who is welcomed with their preferred room type or a customized amenity experiences a level of personalization that OTAs cannot replicate.

At IHCL, this vision has been amplified through the Tata Neu ecosystem, which integrates hospitality with retail, aviation, and financial services.

By offering guests the ability to earn and redeem NeuCoins across multiple categories, Tata Neu enhances the relevance of loyalty while reinforcing direct engagement with the brand.

Ultimately, loyalty in action is about combining personalization, exclusivity, and ecosystem benefits to build trust and inspire guests to return, directly.

Vikram Bajpe

Director of Sales, Courtyard by Marriott Chakan, Pune

Loyalty programs have emerged as one of the most powerful tools for hotels to reduce dependency on third-party booking channels and encourage guests to book directly. One of the most effective strategies is rewarding guests meaningfully for their loyalty, not just through stays but also across multiple touchpoints. At Courtyard by Marriott Pune Chakan, the hotel follows a deep and structured loyalty strategy laid out by Marriott International through its globally renowned Marriott Bonvoy program.

Guests earn Marriott Bonvoy Points not only during stays but also while dining at the hotel’s restaurants or ordering via Marriott Bonvoy On Wheels (MBOW). These points can be redeemed for room stays, upgrades, and food & beverage spends, creating a continuous incentive for guests to stay within the Marriott ecosystem.

Furthermore, Marriott’s Digital Services team places strong emphasis on increasing direct bookings via the hotel website and app, reducing reliance on Online Travel Agencies (OTAs). Initiatives like exclusive member rates, loyalty bonuses, and fast-track enrollment campaigns further encourage direct interaction and long-term engagement with the brand.

Personalization is the backbone of effective loyalty programs. For Marriott, personalization goes beyond just addressing a guest by name—it involves leveraging data insights to create meaningful experiences tailored to individual preferences and past behaviors.

At Courtyard by Marriott Pune Chakan, loyalty members enjoy offers and communication based on their stay history, dining preferences, and engagement level. The Marriott Bonvoy platform ensures that guests receive timely information about promotions, point redemptions and exclusive experiences relevant to them. This personalized approach not only builds emotional connection but also significantly increases the likelihood of repeat stays and direct bookings.

Sudarshan Deshpande 

Assistant Front Office Manager, Double Tree by Hilton Pune-Chinchwad

The most effective loyalty program at Hilton strategies for hotels to drive direct bookings focus on delivering clear, exclusive value to guests only when they book directly—not through OTAs (like Booking.com or Expedia).

Hilton Honors is designed to reward you faster, with meaningful perks from the moment you join. Unlike programs where benefits only matter at the very top, Hilton ensures to have only 4 tiers i.e Member, Silver, Gold, Diamond, which helps guest to increase their tiers faster comparing to other brands loyalty program. It also benefits guest with free breakfast, upgrades, and recognition even at mid-tier. With fewer tiers, clear rewards, and luxury brands worldwide, Hilton makes loyalty simple, valuable, and guest-first. Even first-time members get instant perks like free Wi-Fi, mobile check-in, and Digital Key access, and second guest stays free in all membership tier, adding immediate value from the first booking.

Hilton’s mobile app enhances the direct booking experience with app-exclusive features such as room selection, digital key access, and member-only offers. The “Stop Clicking Around” campaign further promotes booking directly by guaranteeing the lowest prices online.

A tiered rewards system incentivizes repeat bookings through upgrades, free breakfast, and lounge access. Flexible Points + Cash payment options make it easier for members to redeem points and book directly. Strategic partnerships with brands like Lyft and Amazon expand point earning and redemption opportunities.

Corporate loyalty through the Event Planner Program rewards group and meeting bookings. Hilton also leverages personalized emails and mobile notifications to send tailored offers, driving higher engagement. Consistent messaging across all channels reinforces the value of booking direct.

Overall, Hilton’s loyalty strategy combines exclusivity, instant value, personalization, and mobile convenience to reduce OTA reliance and increase brand loyalty.

Personalization plays a vital role in hotel loyalty programs by enhancing guest satisfaction, increasing engagement, and fostering long-term loyalty. By tailoring experiences to individual preferences—such as remembering room types, amenities, or previous activities, hotels create a sense of recognition and value for their guests. This leads to higher levels of satisfaction and encourages repeat stays. Personalized offers, such as targeted discounts or relevant add-ons based on past behavior, also boost guest engagement and increase revenue per stay. In marketing, personalization allows hotels to segment their audience and deliver more effective promotions, ensuring guests receive offers that align with their interests and travel patterns. Beyond transactional rewards like points and free nights, personalization helps build emotional loyalty by recognizing milestones such as birthdays or anniversaries with thoughtful gestures. It also supports direct bookings by offering exclusive, customized perks that aren’t available through third-party platforms. Ultimately, personalization turns loyalty programs into strategic tools that not only drive guest retention but also enhance the overall guest experience, making customers feel more connected and committed to the brand

Abhijeet Gadgil

Director of Sales & Marketing, Novotel Pune

On loyalty strategies driving direct bookings: “With ALL – Accor Live Limitless, loyalty is about more than rewarding stays—it’s about creating everyday value and lifestyle connections. From exclusive member rates to flexible rewards across dining, wellness, and entertainment, we ensure that guests see a tangible benefit in booking direct. This approach not only strengthens brand trust but also reinforces our commitment to balanced living, which sits at the very core of both Novotel and Accor’s philosophy.”

On personalization in loyalty programs: “Personalization is no longer optional—it’s expected. Guests want to feel recognized as individuals, not just members. Through ALL, we can go deeper—understanding preferences from cuisine choices to travel patterns and designing experiences that resonate with their lifestyle. For some, that might mean a curated wellness offering; for others, a family weekend escape or a bespoke dining journey. By aligning these personalized touchpoints with our brand promise of balanced living, we create meaningful connections that inspire repeat direct bookings at Novotel Pune.”

Yazad Marfatia

Corporate Director and Head of Sales & Marketing, ASPHL

Effective hotel loyalty programs move beyond simple points to genuinely reward guests and drive direct bookings. For THE Park Preferred, we incentivize direct reservations over third-party channels (OTAs) / Travel Agents. This helps create a sense of exclusivity and belonging.

Below are some of the most effective strategies for THE Park Preferred:

• Member-only rates – We provide guests a guaranteed lower price, making direct booking the best financial choice.
• Tiered status and perks – Reward repeat guests with a tiered system that unlocks better benefits as they stay more often. Think complimentary nights, free room upgrades, late checkout, and exclusive access. This keeps guests motivated to return and engage with us.
• Experiential rewards – True to THE Park’s ethos of being stylish, eclectic, and immersive, THE Park Preferred offers experiences that money can’t buy. Members might gain access to curated events, mixology sessions, or indulgent spa treatments that turn a stay into a memory.
• Personalization & "Surprise and Delight” – We use guest data to surprise them with a personalized touch, such as their favorite wine waiting in the room or a handwritten note. This shows guests that they are valued beyond a single transaction.

Personalization is not just a feature of a loyalty program; it is the core driver of its effectiveness. Like for us through THE Park Preferred - it transforms a generic, transactional relationship into a deep personal, emotional connection that makes guests feel seen, understood, and cared for.

Here is how personalization drives THE Park Preferred:

• Creating emotional loyalty: Personalization moves loyalty from a calculation of points and discounts to a feeling of being valued. We make sure that we remember
• a guest's preferences, welcoming them back by name, or offering their go-to meal/ drinks - it helps build trust and an emotional bond that goes beyond a simple transaction.
• Driving targeted offers: By using guest data (from past stays and CRM systems), through THE Park Preferred, we send highly relevant and targeted promotions. Interestingly, a wine lover gets special access to a pairing dinner, while a business traveller might be offered late checkout and meeting space perks.
• Enhancing the guest experience: Personalization improves the guest's stay at every touchpoint. This can be as simple as remembering a guest's preferred room type (e.g., high floor, away from the elevator) or suggesting dining options based on past choices. Every detail is designed to feel intentional and bespoke.

Manoj Singh Bisht

Rooms Division Manager, Grand Mercure Mysore, 

At Grand Mercure Mysore, loyalty is built on both rewards and memorable experiences. Through Accor’s ALL- Accor Live Limitless program, guests enjoy exclusive member rates, complimentary Wi-Fi, late check-outs, upgrades, and breakfast offers. Direct bookings also give families and business travellers access to seasonal promotions and festive packages, which makes them feel both recognized and rewarded for choosing the hotel again.

A: Personalization is what turns a stay into a lasting memory. At Grand Mercure Mysore, the team pays close attention to guest preferences, whether it’s connecting rooms for families, special dietary needs, or even remembering a guest’s favourite spot at “By the Blue.” With ALL- Accor Live Limitless, these personal touches are built into every visit, creating warmth, trust, and a true sense of belonging. That emotional connection is what keeps guests coming back, time and again.

Saurabh Malhotra 

 Director of Sales, Ronil Goa – A JdV by Hyatt Hotel

Hyatt’s loyalty program, the World of Hyatt, is designed to make guests feel recognized and rewarded at every stage of their journey. More than just points, it brings together savings, recognition, and experiences that create real reasons to book directly with Hyatt hotels.

At Ronil Goa – the first JdV by Hyatt hotel in India – these strategies play a key role in creating long-lasting relationships with guests while encouraging them to book direct. Some of the most effective include:

• Member-Only Rates – Exclusive discounted rates for World of Hyatt members give guests a clear incentive to book direct and not compare with third-party sites.
• Tiered Rewards – With membership levels from Member to Globalist, the program offers progressively richer rewards as guests stay more, from bonus points to upgrades and exclusive access.
• Instant Gratification Rewards – Small but meaningful benefits such as late checkout, preferred rooms, or Milestone Rewards provide immediate recognition and joy.
• Seamless Digital Experience – Through the World of Hyatt app, members can easily book, redeem, and unlock special offers, keeping the loyalty journey smooth and mobile-first.
• Non-Stay Benefits – Members earn points not only on stays, but also on dining, spa treatments, and FIND experiences, making the program part of their lifestyle, not just their travel. For guests at Ronil Goa, this means they can enjoy benefits across our F&B venues and The Spa as well.

At Hyatt, loyalty is about more than transactions—it’s about creating connections. The World of Hyatt program brings this to life by tailoring rewards and recognition to match each guest’s preferences, making them feel seen and valued.

At Ronil Goa - a JdV by Hyatt, personalization is central to how we welcome and engage with guests. Within World of Hyatt, members can:

• Choose rewards that suit their needs through Milestone Rewards—from Club access to suite upgrades.
• Receive curated offers based on their travel patterns, whether leisure trips, reunions, couple retreats, or family getaways.
• Experience thoughtful touches like, having preferred amenities placed in-room, or being surprised with bonus points for behaviors the program recognizes.

By combining the thoughtful design and community-driven spirit of Ronil Goa with the recognition and rewards of World of Hyatt, personalization builds trust, strengthens loyalty, and encourages direct bookings again and again.

Reggie Fernandes

Head Revenue Management, Niraamaya Life

One of the most effective strategies hotels can adopt is creating loyalty programs that offer exclusive benefits for direct bookings. Guests need to see clear value in bypassing OTAs, and this can be achieved through members-only rates, room upgrades, complimentary breakfast, spa credits, or late check-out privileges. A layered, tier-based structure also works well, as it encourages repeat stays by rewarding guests with higher benefits as they move up levels.
In addition, loyalty programs should go beyond transactional discounts and focus on experience-driven perks. For example, curated itineraries, personalized concierge services, or access to special events can make direct booking feel rewarding. Hotels can also build stronger guest relationships by introducing referral programs that incentivize existing members to bring in new guests.
Finally, loyalty must be integrated seamlessly into a hotel’s digital ecosystem. A user-friendly app or booking engine where guests can easily redeem rewards fosters convenience and habit. When positioned as an exclusive club offering better value than OTAs, loyalty programs become powerful tools to capture direct bookings and build long-term relationships.

Personalization is the cornerstone of modern hotel loyalty programs because today’s travelers value experiences tailored to their preferences. By leveraging guest data—from booking history to dining choices—hotels can design custom offers and rewards that resonate on an individual level. For instance, a returning guest who regularly books spa treatments can be rewarded with wellness credits, while a family traveler might appreciate discounts on kid-friendly activities or dining.
Beyond rewards, personalization enhances the guest journey from booking to checkout. Hotels can use CRM tools and AI-driven insights to recommend the best room categories, suggest curated itineraries, or even remember a guest’s favorite welcome drink. This attention to detail not only elevates satisfaction but also creates emotional loyalty, ensuring that guests feel valued rather than treated as just another booking number.
In loyalty programs, personalization also strengthens direct engagement. Guests are more likely to book directly if they know the hotel recognizes their unique preferences and tailors offers specifically for them—something OTAs cannot replicate at the same level.
Ultimately, personalization transforms loyalty programs from simple point-collection schemes into relationship-driven experiences that inspire repeat visits and stronger brand affinity.

Arvind Kewalchand

Director Marketing & Communications, Hilton Mumbai

In today’s hospitality landscape, guests are not just booking rooms — they are booking experiences. That is the heart of loyalty. At Hilton, our Hilton Honors program goes beyond upgrades and exclusive rates; it creates memorable, personalized experiences that keep guests returning. At Hilton Mumbai, we curate unique moments for our loyal members — from horology masterclasses and cocktail sessions to cultural showcases and immersive dining journeys. These experiences transform a stay into a story worth sharing.

Personalization plays a pivotal role — understanding what excites each guest and tailoring rewards accordingly. Whether it’s early check-in, dining offers, or curated experiences, loyalty becomes less about transactions and more about emotional connections. By offering such value directly, hotels can reduce dependence on third parties while strengthening bonds with guests who return not just for a bed, but for a brand they trust and experiences they cherish.

Purushottam Pandey

Rooms Division Manager, Four Points by Sheraton Kochi Infopark.

 Loyalty in Action: Strategies for Hotels to Drive Direct Bookings Loyalty programs are most effective when they combine tangible benefits with emotional connection. At Marriott Bonvoy, members enjoy exclusive rates and flexible earning and redemption options, whether they are staying with us or engaging with our partners. This approach strengthens brand preference and encourages direct bookings. Personalization is central to loyalty. By tailoring offers, recognizing guest preferences, and creating bespoke experiences, hotels can build trust and a sense of belonging. When guests feel valued and understood, loyalty becomes long-term and translates into consistent direct engagement.

Sumender Kumar

(Rooms Division Manager) Hyatt Centric MG Road Bangalore

In today’s competitive hospitality landscape, loyalty programs are evolving from transactional point systems into relationship-driven platforms. At Hyatt, this transformation is central to our guest engagement strategy designed to encourage direct bookings while deepening emotional loyalty.

The most effective approaches include:

● Exclusive Member-Only Rates that reward direct engagement

● Instant Rewards that deliver immediate value

● Tiered Loyalty Levels to recognize and incentivize repeat stays

● Personalized Offers based on guest preferences and stay history

Personalization is the cornerstone of Hyatt’s loyalty philosophy. By leveraging guest data thoughtfully, we create tailored experiences that enhance satisfaction, increase repeat visits, and enable cross-selling opportunities. This not only builds long-term brand affinity but also reduces reliance on third-party platforms, minimizing commission costs and maximizing direct revenue.

Hyatt’s commitment to loyalty is more than a strategy, it’s a reflection of our belief that every stay should feel personal, rewarding, and worth returning to.

Monika D Sharma

Corporate Head- Loyalty, The Lalit Suri Hospitality Group

A well-designed loyalty program can serve as a highly effective mechanism to drive direct bookings. By offering better rewards and exclusive benefits for bookings made through direct channels, hotels can create a compelling value proposition that clearly differentiates them from other platforms. Communicating these benefits consistently across digital and offline touchpoints further reinforces the value of booking direct and encourages members to shift their booking behaviour.

Beyond rewards, loyalty programs play a critical role in habit formation. Over time, members become accustomed to associating direct bookings with greater value and exclusivity. This trust is strengthened when hotels deliver promised benefits consistently and seamlessly.

By creating differentiated value, effective communication, consistent delivery and personalization, hotels can not only drive more direct bookings but also deepen guest loyalty and lifetime value.

Personalization is central to the success of hotel loyalty programs, shifting them from purely transactional exchanges to deeper, relationship driven experiences. By leveraging data-driven insights to tailor rewards and communication to a guest’s profile, travel patterns, and preferences, hotels make the program more relevant and engaging, ensuring it speaks to the individual rather than the masses.

This relevance creates strong emotional connections, encouraging repeat bookings, higher engagement and lasting brand preference.

The LaLiT Loyalty is a thoughtfully designed program with tangible benefits, personalised experiences and the opportunity to give back to society. When guests feel recognized and valued through personalized journeys, their loyalty moves beyond points and rewards, evolving into genuine brand advocacy and long-term commitment.

Chef Durgesh Tyagi

Corporate Chef, Massive Restaurants Private Limited.

Effective loyalty programs go beyond discounts, offering upgrades, flexible check-outs, and exclusive experiences. Personalization is key—when hotels recognize guest preferences, they build strong emotional connections. Best-rate guarantees and direct-only perks further reduce OTA dependence. True loyalty lies in making every guest feel valued. Quote: “Personalization is the real currency of loyalty. Guests remember when you make them feel seen and valued.” 

Gautam Chhabra

Hotel Manager, Fairfield by Marriott, Jaipur Tonk Road

In a highly competitive hospitality market, loyalty programs have become a strategic lever for hotels to secure direct bookings. And a compelling loyalty program like Marriott Bonvoy plays a key role in redirecting bookings back to hotels. Open to all at no cost, Bonvoy boasts over 8,500 properties across 30 brands in more than 130 countries, providing unmatched global reach and flexibility.

Sign-up perks begin immediately, as members enjoy exclusive discounted rates, free in-room Wi-Fi, mobile check-in, and digital room keys that enhance convenience and drive direct bookings. As members ascend the tier ladder, they unlock benefits like late checkout, Complimentary suite upgrades, lounge access, welcome gifts, elite reservation lines, and even personal ambassador concierge service.

Personalization is embedded in every tier. Platinum and above levels grant access to Choice Benefits such as - Suite Night Awards and enhanced room types. The result? Guests feel recognized, valued, and empowered to book direct, enjoying a deeper, more customized engagement with the brand.

JW Marriott Maldives Kaafu Atoll Island Resort

In today’s luxury travel landscape, loyalty is no longer measured by points alone – it is defined by recognition, personalization, and experiences that feel deeply rewarding. Guests expect that when they book direct, their loyalty is valued in meaningful ways. Through Marriott Bonvoy, guests enjoy recognition at every stage of their journey — from instant benefits for newly enrolled members, such as exclusive member rates, to amplified privileges for elite members, including upgrades, late checkouts, and curated experiences through Marriott Bonvoy Moments. In destinations like the Maldives, these benefits hold even greater value, with elite members choosing to spend more, extend their stays, and fully maximize their Bonvoy rewards. With the exclusive benefits from Marriott Bonvoy, combined with the curated experiences from JW Marriott Maldives Kaafu Atoll Island Resort, guests will book direct because they trust their stay will be elevated with thoughtful and personalized service.

Guests today expect their journey to feel tailored from the very beginning — even before they set foot on the island. At JW Marriott Maldives Kaafu Atoll Island Resort, a guest’s journey is thoughtfully shaped from the very beginning — starting in the pre-arrival stage, where every preference is anticipated and thoughtfully prepared, continuing through a warm island welcome, and extending into every experience until the moment they return home. Each step of the way is designed to feel intentional, ensuring that guests feel both valued and cared for throughout their stay. That sense of recognition continues throughout the stay with the intuitive service of a dedicated Safeeru, who orchestrates everything from seamless in-villa check-in to curated resort’s activities.