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Marriott Bonvoy just lately launched a promotion for members of its loyalty rewards program. Till December 20, members who buy a minimum of 2000 Marriot factors will earn a 30% bonus in factors awarded. Marriot Bonvoy factors can be utilized to redeem free stays and suite upgrades at Marriot Bonvoy properties worldwide.
However how fashionable are resort loyalty packages in Singapore? What perks and privileges do travellers discover most engaging – and the way does this range demographically? Crucially, to what extent does loyalty membership with a hospitality group information how Singaporeans select their journey lodging?
How fashionable are resort loyalty packages with travellers from Singapore?
Newest YouGov Surveys analysis exhibits that greater than a 3rd (35%) of Singapore shoppers are a member of a minimum of one resort loyalty program.
About one in eight (12%) are members of Marriot Bonvoy [Edition, The Ritz-Carlton, St. Regis, W Hotels, JW Marriott, Renaissance, Westin, The Luxury Collection, Sheraton, Delta, Fairfield Inn & Suites, City Express, Aloft, Moxy] and one in 9 (11%) IHG One Rewards (11%) [Regent, Six Senses, InterContinental, Kimpton, Hotel Indigo, Crowne Plaza, voco, Holiday Inn, Garner, avid, Vignette Collection] – the 2 hottest resort loyalty packages.
Multiple in fifteen shoppers are members of Accor Reside Limitless / Accor Plus (8%) [Sofitel, MGallery, Raffles, Banyan Tree, Fairmont, Swissotel, Orient Express, Pullman, Angsana, Mondrian, Mövenpick Hotels & Resorts, Novotel, Mecure, Mantra, Tribe, ibis, BreakFree], Hilton Honors (8%), Shangri-La Circle (7%) and World of Hyatt (6%), the subsequent hottest resort loyalty packages.
Which resort loyalty program perks do Singapore travellers discover most interesting?
When requested concerning the high two advantages they most recognize about being a resort loyalty membership member, greater than two-fifths (43%) spotlight having the ability to redeem loyalty factors for discounted / complimentary stays as a high perk.
Shut to at least one in three (31%) worth early check-in and late check-out as a high benefit, adopted by free breakfast (28%) – rounding up the three hottest perks.
In the meantime, round 1 / 4 (26%) most recognize room upgrades as a high perk, forward of discounted / precedence entry to resort services (e.g. spas/wellness studios, boutique eating places, gyms, swimming swimming pools).
Throughout totally different generations of resort loyalty membership members, redeeming rewards factors for discounted / complimentary stays is the preferred perk. However, in comparison with different beginning cohorts, Gen X members are considerably extra prone to prize free breakfast (36%), whereas room upgrades are particularly prized by Millennials (33%).
To what extent does loyalty program membership information the resort reserving selections of travellers from Singapore?
When resort loyalty program members have been requested how they sometimes go about reserving journey lodging, over 1 / 4 (27%) say they begin off by looking out amongst resort chains of which they’re a loyalty member, earlier than narrowing down by value and proximity to particular locations of curiosity.
Then again, round two in 5 (41%) first search for accommodations near particular locations of curiosity they’re eager on visiting, earlier than contemplating value and loyalty program membership – whereas 30% first search for accommodations inside their journey finances, earlier than contemplating loyalty program membership and proximity to particular locations of curiosity.
Moreover, males are considerably extra probably than girls to prioritise accommodations the place they’re a loyalty member on the outset of their seek for abroad journey accomodations (31% vs 21%).
Throughout generations, Gen Z and Child Boomers are considerably extra probably than different beginning cohorts to start out of their resort search based mostly on loyalty membership (34% and 30% respectively), in comparison with Millennials (23%) and Gen X (26%) travellers.
Methodology: YouGov Surveys: Serviced offers fast survey outcomes from nationally consultant or focused audiences in a number of markets. This research was carried out on-line in November 2023, with a nationally consultant pattern of 1,026 adults (aged 18+ years) in Singapore, utilizing a questionnaire designed by YouGov. Information figures have been weighted by age, gender, and ethnicity to be consultant of all adults in Singapore (18 years or older), and replicate the newest Singapore Division of Statistics (DOS) estimates.
Eva Stewart is the worldwide sector head of journey and tourism for YouGov and Samuel Tan is their APAC information journalist.
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