One of the most famous names in the industry is Marriott Bonvoy, armed with a hotel loyalty program that is eligible in more than 30 brands and 10,000 destinations worldwide. In order to continuously meet its customers’ wants and needs, it recently launched the new Loyalty Trends Report 2026, a survey conducted across its consumer base.

With research that spans more than the sector it operates in, data finds that 89 percent of travelers across Asia Pacific (APEC) participate in at least one loyalty program. Although how they engage is no longer uniform.

Instead, engagement is shaped by a combination of travel priorities, everyday value expectations and distinct local market dynamics, signaling a clear shift away from one-size-fits-all loyalty models.

In the context of the variety of loyalty programs, the hotel industry sits at the top of the pyramid, emerging as the most widely participated-in programs across APEC at 66 percent, followed by airlines and dining.

Indonesia’s consumerism

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“When we look at the travel trends reports and through the activities that we have done in Indonesia over the last, say, five years as we've expanded our portfolio, Indonesian travelers are certainly experience-driven,” stated John Toomey, chief commercial officer of Marriott International for Asia Pacific, excluding China.

In a media presentation held in the Presidential Suite of Frasers House, a Luxury Collection Hotel in Singapore, Toomey identified the top-five travel priorities across APEC: food & dining; nature and/or sightseeing; shopping; cultural immersion; and recharge & disconnect.

He further explained that most Indonesians’ passion points lie in entertainment, covering music, sports and culinary activity among other interests. Categorizing the country as “experience seekers” along with India and Vietnam, it shows that the market engages with loyalty both emotionally and transactionally, with many showing stronger interest in partnership ecosystems, exclusivity, status and memorable experiences.

“When you think about what we do in the Marriott Bonvoy space, that particular part of the program that brings these really unique experiences, in many cases hyper-local experiences to life, we feel that the Indonesian consumer really gravitates to that quite well,” Toomey added.

It is also important to note that based on the findings, the consumer behavior of seeking memorable experiences transcends all age groups and genders, whether it is walks along scenic trails or partying with world-class DJs. 

Additionally, he stressed that Indonesian travelers are also pragmatic, akin to the behavior of the Singaporean base. Therefore, the loyalty program can offer them upgrades or maybe the discounts that come with the many establishments in the portfolio. In Indonesia, Marriott Bonvoy has 89 hotels to choose from, categorized further into brand tiers from luxury to mid-scale spaces.

Indonesia’s loyalty

“We consider Indonesia a really important market for the region, not just for the hotel growth within the country, and the hotels that are catering to locals within the country, but it's becoming a really important source market for the rest of Asia. You know, it's certainly within Southeast Asia, but we're seeing Indonesians going to Japan and really all over the world,” Toomey said.

Data shows that Indonesia stands out as one of APEC’s most loyalty engaged markets, with participation rates reaching 96 percent, of travelers reporting membership in at least one loyalty program, the highest participation rate in the region.

The research also shows that 90 percent of Indonesian travelers actively earn points through program-linked purchases, the highest in APEC. The numbers reflect a market where loyalty programs have become deeply embedded into everyday consumer behavior, as an ecosystem integrated into daily life.

According to the data, 56 percent of APEC travelers want more ways to earn and redeem points, and 50 percent want easier ways to do that. As much as 43 percent also want more earnings to be tied to their daily spend.

More recently, Marriott Bonvoy unveiled a collaboration with Bank Mandiri credit card, offering customers the advantage of earning points by shopping for their daily needs. A first of its kind in Southeast Asia, Toomey revealed that this has been received well in terms of meeting the needs of Gen Z and millennials.

According to Marriott Bonvoy data from the first quarter of 2026, Indonesia is also ranked third in the region for membership growth.

“They do not just want to earn and redeem points. They want a program that they can engage with wherever they were going, whether they’re going outside the house or getting on a plane. They want that program to be every part of their journey,” he said.

This reinforces Indonesia’s position as an “experience seeker” market, where loyalty is valued not only for practical savings, but also for the sense of aspiration, discovery and access it unlocks.

The report found that Indonesians are significantly more likely to redeem points for exclusive access and experiences than the regional average, with 56 percent prioritizing experiential rewards compared with 42 percent across APEC.

Toomey added that it will not stop there, as they are striving to collaborate on strategic partnerships and co-branded cards to penetrate all of their international markets. This is in addition to expanding the portfolio to include more midscale brands and destinations in the region.

In terms of memories that will last, Marriott Bonvoy also recognizes sports as one of the driving forces of passion for most of its consumers, and has announced involvement and partnership with the FIFA World Cup 2026 for soccer fans, and ICC Women’s T20 World Cup 2026 for cricket enthusiasts. Closer to home, Marriott Bonvoy is also bringing meaningful experiences to the local market, including the orchestral concert "The CIRCLE by Marriott Bonvoy: Jejak Nada," featuring Indonesia's foremost maestro Andi Rianto, the Magenta Orchestra, and six celebrated singers from Malaysia and Indonesia on July 3.

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