According to Skift’s 2017 Outlook On Hotel Direct Booking, just around 27% of guests at branded hotels are members of the hotel’s loyalty program, compared with 21% at independent hotels.

However, it is less clear how much loyalty is to an actual brand, with many travellers members of multiple programs for the sole purpose of collecting points. OTAs also have their own rewards programs, giving travellers more options to earn free stays than traditional brand-based memberships might.

Even for travellers who want to remain loyal to a brand and who travel frequently enough to earn free nights, hurdles such as extensive blackout dates can make actually redeeming points difficult, while for hoteliers rooms booked through loyalty points at a fixed rate can significantly undercut their bottom lines.

Read more about the report: