Report finds hotels are complicating millennial loyalty

Hilton Daytona Beach Check In

A new report from PwC US titled "What’s driving customer loyalty for today’s hotel brands?" examines millennial preferences regarding hotel loyalty programs. 

The report found that millennials bucked expectations by holding similar loyalty allegiances to other demographics, with travelers aged 30 and older having on average 3.6 loyalty memberships compared to the millennial average of 3.0. Millennial business travelers, however, have on average 3.4 loyalty memberships, which is more than expected yet fewer than the 30+ crowd, which averaged 3.9 for business travel and 3.2 for leisure.

Millennial lesisure travelers are members of even fewer loyalty programs, just 2.3 on average. The report chalks this up to millennials' interest in the sharing economy and their young age, accounting for less overall hours spent traveling compared to those over 30 years of age.

Millennial loyalty is closer to other demographics than originally expected.

In the end, the report found that there was not a significant enough gulf between the loyalty of millennials and other generations, and suggested that millennials may have possibly been over-indexed while the industry has missed out on larger macro trends affecting all demographics.

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.

The full report can be found here.


Suggested Articles

During a quick renovation, the company will implement the VingCard Classic RFID door locks equipped with mobile access in the hotel's 84 guestrooms.

The Hyatt Loves Local initiative has hotels collaborating with small businesses that have been impacted by the COVID-19 pandemic. 

U.S. weekly hotel occupancy for the week of Nov. 22–29 fell to its lowest level since late May.