FeaturedmarketingLodging Magazine··1 min·For: Revenue, Owner, GM, Marketing
Loyalty Drives 58% of U.S. Hotel Demand in 2026
U.S. hotel loyalty bookings hit 58% of total room nights in H1 2026, driven by a 19% surge in discounted member rates. As brand.com growth plateaus at 29%, hotels are relying on direct member perks and on-property recognition to sustain net revenue.
Key Takeaways
- 1Loyalty program share reached 58% of U.S. room nights in H1 2026, up seven points from 2019.
- 2Loyalty member rate (LMR) bookings surged 19% year over year, while standard retail rates fell 5%.
- 3Direct brand.com demand remained steady at 29% for the third consecutive year.
Source: Lodging Magazine
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