From points to perks: What hotel loyalty programmes are and who should join

Loyalty programmes are no longer just about collecting points for free nights. Over the past decade, hotels have redesigned them to offer instant cashback, lifestyle perks, and curated local experiences. But should you sign up? Experts say the answer depends on how, and how often, you travel — and how carefully you read the fine print.

From points to personal preferences

“Hotel loyalty programmes have become significantly more intuitive and guest-focused over the past decade,” says Animesh Kumar, Head of Commercial at ibis & ibis Styles India.

Apps and digital integration have replaced the old static point cards. At ibis and ibis Styles, Kumar says member-only rates, room upgrades, and flexible bookings make loyalty worthwhile even for mid-budget travellers.

Treehouse Hotels & Resorts follows a similar model. “Most guests carry loyalty cards for multiple hotels or airlines,” says Ajay Mehtani, Partner. Apps make it easy to manage points, but redemption still costs brands heavily.

Treehouse focuses on upfront value through its “Insider Advantage” — members get the best deal when booking, with dynamic price benefits.

ALSO READ | How luxury hotels in India are evolving insurance practices with modern needs

At the ultra-luxury end, The Postcard Hotel has taken a very different path. “Traditional loyalty was about earning points for free nights,” says Kapil Chopra, Founder and CEO of The Postcard Hotel.

He says The Postcard Sunshine Club was built by guests, for guests, based on what they really wanted. Their model gives 5% to 10% cashback depending on tier, credited back to the guest’s account soon after checkout. High-tier members also receive perks like unlimited laundry and curated local experiences.

Who actually wins?

Frequent business travellers still benefit the most — they spend often, collect points quickly, and can redeem them for family vacations, says Chopra. For mid-budget guests, ibis & ibis Styles India believes simple perks like discounts and flexible bookings offer genuine value. Treehouse’s Mehtani says their focus is on giving immediate benefits, not asking guests to wait to redeem points.

At The Claridges New Delhi, loyalty means more than just return bookings. “Our Lifestyle Membership combines dining discounts, spa treatments, and meeting room perks,” says Sukirti Singhal, Director – Marketing & Communication. She says the programme appeals to Delhi-based families and social diners as much as it does to overnight guests.

Experiences over buffets

Local experiences are becoming loyalty’s new selling point. Charandeep S P Uppal of Zaffiro Travels, KHIL, says guests want more than just a free night — “exclusive events, cultural immersions, and wellness tie-ups turn a stay into a story.”

Chopra agrees, noting that The Postcard Hotel invites Black-tier members to private events like art shows and tastings. This makes loyalty “deeply personal and immersive.”

According to Kumar, at ibis and ibis Styles, community-driven local events and themed experiences help drive repeat visits.

So, should you join?

Adhil Shetty, CEO of BankBazaar.com, cautions that travellers must check the fine print. “Before signing up for a loyalty programme, consider the terms and conditions and check if it aligns to your lifestyle,” he says. Shetty notes that some programmes require a minimum spend to earn extra points or rewards, and many also charge an annual fee.

“You have to earn more in rewards than you pay for the privilege,” he says. If the perks match your spending habits, they can make sense. Otherwise, premium travel cards or other rewards may offer better value.

ALSO READ | How GST affects luxury hotels and resorts in India