Hotel loyalty programs are upping their game. Shifting away from simply earning points, these programs are now focused on crafting seamless, personalized experiences that feel effortless and tailored to each traveler. From offers based on past preferences to app-based check-ins that save time, loyalty is now defined by ease, efficiency and individual attention.
No longer limited to free stays or marginal upgrades, hotel loyalty programs are rolling out increasingly thoughtful perks that reflect what modern travelers actually want. From instant upgrades to once-in-a-lifetime experiences, here’s the 411 on how you can be cashing in.
Perks that go beyond the basics
From Marriott to IHG, American hotel brands are making major moves to attract visitors.
Marriott Bonvoy
Marriott Bonvoy members can turn points into unforgettable experiences. Through Marriott Bonvoy Moments, members can redeem points for private concerts, culinary events and VIP access to major sporting events. Platinum Elite members and above also get a choice of Elite Welcome Gifts, which could mean a glass of champagne, a local treat or another thoughtful touch depending on the property.
Hilton Honors
Through Hilton Honors Experiences, members can bid on exclusive opportunities that go far beyond the typical hotel perks. These include backstage passes to concerts, private meet-and-greets with celebrities and intimate culinary events hosted by renowned chefs. The program is designed to create once-in-a-lifetime moments, turning points into experiences that are as memorable as the destinations themselves.
Hilton also offers an Event Planner Program, making it easy for organizers to earn points while hosting meetings, weddings or other gatherings. Beyond just points, planners can access extra perks like complimentary welcome receptions, personalized event planning assistance and other thoughtful touches that elevate the guest experience. It’s a way to make every event, big or small, feel a little more customized and rewarding.
Omni Hotels & Resorts
Omni Hotels’ Select Guest Loyalty Program takes loyalty beyond points. Members receive a complimentary welcome drink upon arrival, setting the tone for a personalized stay. At higher tiers, guests can enjoy chef-curated welcome amenities that match their tastes, whether sweet, savory or healthy. Champion and Icon members can even have a morning beverage delivered right to their room, turning small touches into standout moments. Omni Boston Hotel at the Seaport is just one location that features these and other rewards.
World of Hyatt
World of Hyatt opens doors to curated experiences through its FIND platform. Members can redeem points for activities, like wellness retreats that refresh the mind, hands-on cooking classes that dive deep into local cuisine or cultural tours that create a real sense of place. These experiences extend the value of loyalty points beyond a hotel room, offering members the chance to immerse themselves in the destinations they visit in truly memorable ways.
For travelers looking for something even more elevated, Impression by Secrets, a luxury Hyatt brand, takes indulgence to another level. Guests can expect lavish suites with sweeping ocean views, personalized service that anticipates needs before they’re voiced and curated culinary experiences that showcase the destination’s finest flavors. Every detail is designed to create a stay that feels intimate, memorable and completely tailored to each guest.
IHG One Rewards
IHG One Rewards is all about making everyday moments feel a little more special. Members can tap into exclusive dining offers, like complimentary meals, discounted tasting menus or special packages that include champagne and curated culinary experiences. Many properties offer partnerships with top local restaurants, giving guests access to unique dining opportunities without leaving the hotel.
Those planning meetings or events through IHG Business Rewards can do more than just earn points. They can unlock thoughtful extras like personalized event support, customized welcome amenities for attendees and enhanced planning assistance that help make gatherings feel seamless and elevated. It’s about turning a typical business stay or meeting into a more rewarding and memorable experience for everyone involved.
Why the shift?
Hotels now have sharper insights into what keeps guests loyal and engaged, and it goes far beyond collecting points. Loyalty programs aren’t just a nice-to-have anymore but a major business driver. In the P3 Hotel article “The Evolution of Hotel Loyalty: Key Trends Shaping Direct Booking Success,” it mentions that a 2024 H2C Global Study found large hotel chains now generate up to 60% of their total revenue from loyalty programs. That number underscores how vital these systems have become for encouraging direct bookings and building long-term value.
This transformation is also tied to how hotel brands themselves are evolving. Findings from Afar states that, in 2025, major chains like Hilton, Hyatt, Marriott and IHG are expanding their reach through partnerships and acquisitions. There’s a stronger focus on boutique properties, independent hotels and lifestyle brands.
This shift mirrors the evolving expectations of modern travelers, especially those who manage everything from their phones and seek more than just a standard stay. They want to feel recognized, rewarded and understood. That’s why more brands are investing in app-based rewards, curated offers and experiences that can’t be purchased, only earned through loyalty.
What to watch for
With loyalty programs becoming more layered and strategic, it helps to stay informed about how they really work. The small details can make a big difference when it comes to unlocking benefits or missing out on them. Here’s what to keep in mind:
Know how perks are unlocked
As loyalty programs get smarter, they also demand a bit more attention from travelers. It’s no longer enough to sign up and passively collect points, as the real value comes from knowing how and where to engage. Some perks are only triggered through direct bookings via an app or official website, while others require hitting specific thresholds, like a minimum number of nights or dollars spent in a year.
Fine print matters more than ever
Understanding the details is key. Some benefits won’t apply unless the reservation is under the member’s name, or the booking meets certain criteria. Others vary depending on the hotel brand or location. Lounge access and upgrades may sound automatic but often hinge on availability, tier level or program-specific opt-ins.
Pick a lane and stick with it
It also pays to pick a lane. Dividing nights across several programs can slow down your progress, while sticking with one brand helps members climb tiers faster and unlock more valuable rewards. The savviest travelers treat loyalty like a strategy game — know the rules, stay consistent and let the benefits build with each stay.
It’s their loyalty, make it count
Hotel loyalty programs are raising the bar, offering perks that go beyond free Wi-Fi and late check-out. For travelers, this means more chances to enjoy elevated experiences if they know how to take advantage. The key is knowing the benefits, booking smart and putting loyalty points to work in ways that stretch further than a free night — that means staying alert to special offers, understanding how to trigger valuable perks and choosing brands that align with personal travel habits.
A luxury travel, food and adventure journalist with a passport full of stories from over 46 countries, Mandy specializes in uncovering unforgettable experiences across the globe. With a deep love for the Far East and a diver’s eye for hidden worlds, she brings readers along on immersive journeys that blend indulgence with discovery and she shares it all on Ticket to Wanderland.