Global hotel groups such as Marriott, Hilton, Hyatt and Wyndham are intensifying efforts to get guests to book directly with them rather than through online travel agencies (OTAs) and emerging AI booking agents, which charge high commissions and could further weaken brand loyalty. These hotel companies are boosting their loyalty programs with better perks, more personalized experiences, and easier ways to earn and redeem rewards to attract and retain customers and gather richer first-party data. Marriott’s Bonvoy program, for example, has grown significantly, while Hilton is offering exclusive experiences as part of its benefits. The strategy aims to protect profit margins and customer relationships in the face of growing competition from intermediaries that aggregate inventory and potentially diminish hotels’ direct ties to travelers.
