Impact of Branding, Loyalty Programs, and Hotel Stars on Travelers' Choices

In a global survey of travelers and their preferences, a McKinsey study found that loyalty programs were seen as particularly important by travelers from the United Arab Emirates and China. When comparing these two groups, hotel branding and loyalty programs attracted 90% of Chinese travelers, while in the UAE the number of stars a hotel had was a hotel's most appealing quality for 91% of respondents.