Direct Bookings and Member Discounts Dominate US Hotel Demand Through 2026

By Jennifer Hill · Lodging Magazine · 2026-09-17

According to reporting from Lodging Magazine, loyalty program members now account for 58 percent of all U.S. hotel room nights booked during the first half of 2026. This significant shift toward brand-owned channels comes at the expense of traditional retail rates, as hotels succ

According to reporting from Lodging Magazine, loyalty program members now account for 58 percent of all U.S. hotel room nights booked during the first half of 2026. This significant shift toward brand-owned channels comes at the expense of traditional retail rates, as hotels succ