A new report by Marriott Bonvoy, a travel programme, showed India is among the most engaged hotel loyalty markets in Asia Pacific, with 77% of travellers participating in hotel loyalty programmes, well above the regional average of 66%.
The findings stress how travel rewards are evolving from occasional vacation perks into a broader personal finance strategy tied to daily spending habits.
Across the Asia Pacific excluding China (APEC) region, 62% of travellers said they earn loyalty points through co-branded payment methods, while co-branded credit card spending ranked among the top ways consumers accumulate hotel loyalty points.
The report found that consumers value “everyday earn” — rewards accumulated through routine spending — more than aspirational perks alone.
Around 22% of respondents identified earning from daily spending as the most important feature of a loyalty programme, ahead of exclusive experiences or personalised offers.
That trend is helping drive the rapid expansion of travel-linked credit cards and loyalty ecosystems in India,
where banks and hospitality brands are competing to embed rewards into categories such as food delivery, dining, retail purchases and fuel spending.
The report noted that nearly half of travellers across the region want more ways to earn and redeem loyalty points, while 43% said they want stronger rewards linked to everyday spending.
Industry experts say the shift reflects a change in consumer behaviour, with users seeking immediate and tangible financial value from loyalty programmes instead of saving points solely for luxury travel.
That is also visible in redemption patterns.
Around 77% of travellers said they use loyalty points for smaller rewards they can access immediately, while 61% redeem them for larger-ticket benefits.
At the same time, Indian consumers are showing growing appetite for premium and experience-led rewards. The report identified India as one of the markets where travellers are more inclined towards exclusive access benefits and aspirational experiences compared with the broader region.
The findings suggest loyalty programmes are serving dual purposes for consumers — acting both as lifestyle platforms and as a way to reduce out-of-pocket spending on travel, dining and entertainment.
The survey covered more than 1,700 mid- to high-income travellers aged between 20 and 65 across Australia, India, Indonesia, Japan, Singapore, South Korea, Thailand and Vietnam.
