US hotel bookings made through loyalty programs have hit an all-time high, according to new data from hotel revenue analyst Kalibri Labs.
Loyalty-related bookings at hotels across the country have increased 7.6%, for a record-breaking total of 56.2%.
This, Kalibri Labs reports, equates to a 17.3% since the introduction of bookings-based advertising campaigns in 2016.
Further data from Kalibri revealed that brand-dot-com channel bookings are highest, at 26.3%, followed by hotel direct bookings at 25.2%.
Kalibri Labs co-founder and CEO Cindy Estis Green commented: “Loyalty contributions are six in 10 room nights sold, which is a very large number. So it looks like brand-dot-com drove loyalty, now loyalty is driving brand-dot-com.”
Not all news was positive, though, with the average length of stay continuing to drop, this time by 1.7%.
Finally, the report notes that corporate travel has remained flat as a percentage of the overall industry revenue, with Kalibri speculating that travelers have more negotiating power now that brands like Airbnb are undermining hotels.