Hotels & Content
Comfort over status: what women want from loyalty
Rewards drive travel decisions — but women value different perks than men. Most programs haven't noticed.
By Jamie Lutz · August 2026 · 4 min read
Brand-ready travel brief
- Audience
- Women travelers · Hotels & Content
- Headline signal
- 79% — of U.S. travelers depend on loyalty programs
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Lead with comfort perks: flexible timing, practical amenities.
- ✦Reward repeat women guests personally, not just with points.
- ✦Test perks with research before rolling out.
79%
of U.S. travelers depend on loyalty programs
82%
would travel differently — or not at all — without rewards
Comfort
women prefer convenience perks; men favor upgrades
Rewards drive the trip
Barclays' 2025 Travel Rewards and Loyalty Report found 79% of U.S. travelers depend on loyalty programs, and 82% would have to travel differently or not at all without them.
The gender divide
The same research found men gravitate toward exclusivity rewards like upgrades, while women prefer comfort and convenience — free checked bags, flexible check-in, practical perks that make the trip easier.
Rethink the perk
For independent hotels without a big program, this is an advantage. Small, thoughtful guest benefits — early check-in, late checkout, a welcome amenity, laundry, a curated local guide — feel more valuable to her than points.
For brands & hotels
- ✦Lead with comfort perks: flexible timing, practical amenities.
- ✦Reward repeat women guests personally, not just with points.
- ✦Test perks with research before rolling out.
- ✦Communicate benefits clearly at booking.