Redefining Loyalty in Indian Hospitality: Moving Beyond Points

In an interaction with Homes India magazine, Harmeet Kaur, General Manager – Corporate Marketing and Customer Experience at The Lalit Suri Hospitality Group, shares her valuable insights on redefining loyalty in Indian hospitality amid the rise of conscious consumers.

Harmeet specializes in transforming insights into impact through AI- and ML-driven customer segmentation, real-time CDP targeting, predictive modeling, and marketing automation using tools like SAS BI, CleverTap, and more.

In the evolving landscape of Indian hospitality, loyalty can no longer be measured by transactions alone. Today’s guest is more informed, more discerning, and far more experience-driven than ever before.

Across the industry, we are witnessing a fundamental shift, loyalty programmes are being challenged to move beyond points, discounts and free nights and instead build emotional relevance, personal value and meaningful engagement.

This evolution reflects a broader change in consumer behaviour. Travel and dining are no longer isolated acts of consumption; they are expressions of identity, lifestyle and values. Loyalty, therefore, must respond by recognising guests as individuals, not just repeat customers.

Loyalty as an Ecosystem, Not a Scheme

Traditional loyalty models were designed around frequency and spend. While those metrics still matter, they are no longer sufficient on their own. What we increasingly see is the emergence of loyalty ecosystems, programmes that reward guests across multiple touchpoints, including stays, dining, wellness, and curated experiences.

For hospitality brands, this means rethinking loyalty as an ongoing relationship rather than a post-stay incentive. Every interaction, whether it is a meal, a celebration or a wellness visit, becomes an opportunity to deepen engagement. When loyalty feels intuitive and integrated into a guest’s lifestyle, it becomes far more powerful than a transactional reward system.

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Experience-Led Rewards Are the New Currency

One of the most significant shifts in loyalty is the growing preference for experience-led rewards. Guests today value flexibility, the freedom to choose how, when, and where they redeem their benefits. Redemption is no longer limited to room nights; it extends to dining experiences, wellness therapies, celebrations, and personalised moments.

This flexibility aligns with a larger trend in hospitality: the move from standardisation to customisation. Guests want rewards that adapt to their needs, not the other way around. Programmes that enable personalisation are far more likely to foster long-term loyalty and emotional connection.

Technology has played a crucial role in transforming loyalty. Digital-first platforms allow guests to track rewards, access offers, and redeem benefits with ease. Data and analytics enable brands to personalise communication and anticipate preferences.

The Rise of the Conscious Guest

Another defining change is the rise of the conscious consumer. Increasingly, guests are mindful of the social and environmental impact of their choices. Loyalty programmes now have an opportunity, and a responsibility, to reflect these values.

Across the industry, we are seeing the integration of purpose into loyalty, whether through support for social initiatives, inclusive practices, or responsible partnerships. When guests are given the ability to contribute to causes they care about while engaging with a brand, loyalty takes on a deeper, more meaningful dimension.

Digital-First, Yet Human at the Core

Technology has played a crucial role in transforming loyalty. Digital-first platforms allow guests to track rewards, access offers, and redeem benefits with ease. Data and analytics enable brands to personalise communication and anticipate preferences.

However, while technology enables efficiency, loyalty remains fundamentally human. The most effective programmes use digital tools not to replace human connection, but to enhance it, ensuring recognition feels timely, relevant, and thoughtful.

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Recognition Builds Relationships

At its heart, loyalty is about recognition. Guests want to feel seen, understood, and valued. Personalised communication, offers tailored and exclusive access are no longer “nice to have”; they are expectations.

When loyalty programmes are designed around recognition rather than accumulation, they create emotional resonance. This is what turns first-time guests into repeat visitors, and repeat visitors into brand advocates.

Looking Ahead

As Indian hospitality continues to evolve, loyalty will play a defining role in shaping guest relationships. The future belongs to programmes that balance value with values, flexibility with structure, and technology with empathy.

Loyalty is no longer about what guests earn; it’s about how they feel. And in an industry built on experiences, that feeling is what truly endures.