📈 Travel-Driven Loyalty Reshapes APEC Engagement: Marriott Bonvoy Report

The Marriott Bonvoy Loyalty Trends Report 2026 highlights a significant shift toward diverse, personalized, and purpose-driven loyalty engagement across Asia Pacific excluding China (APEC). • Overall Figures & Engagement: Participation remains exceptionally high, with 89% of APEC travelers enrolled in at least one loyalty program. Hotel loyalty programs dominate the market with 66% participation, outpacing airlines and retail. Member retention is solid, with a majority remaining active for over two years. • Key Drivers & Sectors: Travel passions heavily dictate loyalty behavior. Food and Dining leads as the strongest driver, with 63% of travelers prioritizing culinary experiences to earn and redeem points. Emerging segments like "Recharge and Disconnect" travelers present key opportunities for the hospitality and wellness sectors, engaging deeply with property stays, spa services, and on-site dining. • Ecosystems & Redemption: Everyday value is crucial; 77% of members favor small, immediate rewards, while 61% target major redemptions. To capture this, partnership ecosystems are vital, with members earning via hotel stays (57%), co-branded credit cards (53%), and retail & e-commerce (45%). Top redemptions include room upgrades (58%) and dining perks (57%). • Regional Mindsets: The report underlines that a single regional playbook will not work. APEC is split into three mindsets: "Loyalty Strategists" (Japan/South Korea), "Value Optimisers" (Singapore/Australia/Thailand), and "Experience Seekers" (India/Indonesia/Vietnam) who prioritize status and exclusivity. Success relies on adaptive, localized ecosystems.