The Top 17.5 Loyalty Metrics Hotels Should Be Tracking in Today’s Market

Loyalty used to be simple. Count points, send postcards, wait for the guest to come back (eventually). Fast forward to today: guests want instant gratification, operators want ROI yesterday, and OTAs are still eating your lunch.

So what’s a hotelier to do? Start by tracking the right metrics. Here’s your ultimate checklist! 17.5 loyalty KPIs that actually matter in 2025. Some are classics, some are new-school, and a few are Laasie specials you won’t find in your competitor’s playbook.

Traditional Loyalty Metrics (The Old Guard… Still Useful)

1. Repeat Guest Rate How many of your guests came back for a second (or third) stay? Old but gold.

2. Average Stay Frequency The number of stays per guest per year. If it’s once and done, you’re doing it wrong.

3. Average Daily Rate (ADR) Uplift from Members Are loyalty members booking higher ADR rooms than non-members? They should be.

4. Direct Booking Percentage Of your total bookings, how many come through your own channels? (Spoiler: OTAs don’t count.)

5. Cost Per Acquisition (CPA) vs. Cost Per Reward Comparing marketing dollars vs. reward dollars. If your rewards cost less than paying OTA commissions, you’re on the right track.

6. Lifetime Value (LTV) of a Member How much revenue does a loyal guest bring over their “lifetime”? The north star for every program.

Modern Loyalty Metrics (Where Things Get Interesting)

7. Instant Reward Redemption Rate (Laasie Favorite) Did guests actually claim their rewards right away? This is where instant gratification wins hearts (and wallets).

8. Pre-Stay Engagement Rate Who opens your “you’ve got rewards” emails and actually clicks through?

9. Reward Selection Diversity Are guests just taking the Amazon card every time, or do they mix it up? (More diversity = more engagement.)

10. Abandoned Cart Recovery Rate (Convert+ Favorite) How many lookers turn into bookers once you dangle that instant reward?

11. Net New Enrollments Signups per month... because no one loves a ghost town loyalty portal.

12. Mobile Enrollment & Redemption Share Guests live on their phones; your loyalty program should too.

Smart-Serving & Behavior Metrics (Laasie’s Secret Sauce)

13. Smart Reward Match Rate How often did the system serve the “right” reward to the “right” guest at the “right” time? That’s precision loyalty.

14. Time-to-Value (TTV) How quickly after booking did a guest see/claim their reward? The faster, the stickier.

15. Member-Rate Conversion Lift Did your member rate + reward combo close more bookings vs. rack rate?

16. Referral Conversion Rate Your loyal guest referred a friend. Did that friend actually book? If yes, jackpot.

17. Stagnant Member Reactivation How many “sleepy” members came back after a reactivation email + fresh reward offer?

And the Half Metric:

17.5. The Smile Factor No, you can’t chart it on a spreadsheet, but you can feel it. It’s the lift when a guest realizes they got an Uber ride or spa credit just for booking with you. The moment that proves loyalty doesn’t have to be points

Tracking the right loyalty metrics isn’t just about dashboards and data. It’s about measuring what truly drives repeat stays, higher direct bookings, and happier guests without adding more stress to your operations team.

At Laasie, we don’t just give you the metrics. We help you move them... instantly.

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