New Delhi, Feb. 23 -- As branded hotel occupancy in India nears decade highs, hotel chains are shifting focus from acquiring new guests to 'farming' existing ones through enhanced loyalty programmes. A surge in repeat guests and an expanding travel market are compelling players like IHG, Radisson, Marriott, The Postcard Hotel, and Accor to pivot toward member-driven growth.

This evolution of loyalty programmes from simple free-night incentives to a core revenue strategy aims to capitalize on a growing consumer base. Major chains report that members now account for the majority of occupied room nights, with loyalty points increasingly serving as a versatile currency for everything from flights to cricket tournament tickets.

In January El...