Is there untapped potential in hospitality subscriptions?

Paid loyalty in travel is nascent, representing less than 1% of global revenue, but its future is bright as demand for personalized experiences grows

At CitizenM, the MycitizenM+ hospitality subscription offers "all the benefits of a loyalty program without the hassle of tiers and points," according to Chief Brand Officer Robin Chadha, with about 25,000 members enrolled.

Key takeaways

• For an annual fee of $120, MycitizenM+ members enjoy a 15% discount off the lowest public rates, guaranteed room availability with 48-hour advance booking, late checkout, and other benefits;
• Ennismore's Dis-loyalty subscription, at $18 per month, offers 50% off newly opened hotels for stays within the first three months, 20% off first stays at over 90 hotels worldwide, 10% off return stays, 10% off food and beverage, and free barista-made drinks daily;
• While hospitality subscriptions have the potential to drive long-term profitability, they come with their own set of challenges.

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