This week, L2 released an Insight Report on loyalty programs for prestige hotels. One of the findings was that hotel loyalty membership increased by 26% in the U.S. from 2010 to 2012. As of 2012, 224 million U.S. residents belonged to at least one hotel loyalty program. In the previous two-year period, hotel loyalty members had increased by just 9% after a 25% increase between 2006 and 2008.

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The recurring high growth rates can be attributed to how easy it has become to accrue and gather points in a loyalty program. Hotel brands have made substantial investments on that front. 70% offer access to a loyalty programs via the mobile site and 64% allow in-app access to rewards points. A few, such as Marriott, have leveraged consumers’ social media activity and offer points in exchange for posts tagged with one of their properties.

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There’s good reason for hotels to encourage and invest in loyalty program participation. Loyalty members generate 50% more revenue than regular guests. Prestige Hotels are already in a prime position to do so, as 96% of affluent travelers are members of at least one hotel rewards program.

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