There’s a quiet revolution happening in the hotel world — and it’s changing the way guests book, travel, and stay. Subscription-based models, once the domain of streaming services and meal kits, are now making their way into hospitality. Hotel brands around the world are experimenting with membership programs that offer guaranteed stays, exclusive perks, and VIP treatment — all for a recurring fee.

But what does this mean for hotels and their guests? Let’s explore why the subscription model is gaining momentum, and what the future might hold for hotel membership programs.

Why Subscription Models Are Taking Off

The traditional loyalty program has always aimed to keep guests coming back. But in today’s experience-driven world, travellers are looking for more than just points. They want flexibility, exclusivity, and value — and they want it on their terms.

Enter the subscription model.

For a monthly or annual fee, guests can now unlock a world of benefits:
✔️ Discounted or free stays
✔️ Room upgrades and late check-outs
✔️ Members-only experiences
✔️ Priority access to bookings during peak seasons It’s not just luxury chains jumping on board. Mid-tier and boutique hotels are also seeing the appeal of predictable revenue and deeper customer relationships.

Examples of Hotel Subscription Models

Several brands have already made headlines by testing or launching subscription-based programs:

• Selina introduced a Selina CoLive package, where remote workers can stay at different properties around the world for a fixed monthly price.
• Marriott launched Marriott Bonvoy Escapes, offering regular deals to members, while exploring more premium, pay-to-access membership tiers.
• CitizenM created a mycitizenM+ program with a flat annual fee, offering guaranteed room rates, room upgrades, and exclusive discounts.

Even smaller, independent hotels are exploring their own versions of the model, tailored to their most loyal guests.

The Benefits for Hotels

From a hotelier’s perspective, the subscription model offers several attractive advantages:

• Recurring Revenue: Monthly or annual fees provide consistent income, reducing reliance on seasonal travel.
• Customer Retention: Memberships encourage repeat visits and build loyalty that goes beyond points.
• Direct Booking Growth: Subscription programs can drive guests to book directly, bypassing costly OTAs.
• Personalisation: With member data, hotels can tailor experiences and upsell more effectively.

What’s Next for Hotel Membership Programs?

As the travel landscape evolves, hotel subscription models are likely to become more sophisticated and segmented. Here’s what we might see next:

• Tiered Memberships: Much like streaming services, hotels could offer basic, premium, and elite tiers to suit different budgets and travel styles.
• Lifestyle Integrations: Expect to see collaborations with wellness brands, co-working spaces, or even airlines to create all-in-one lifestyle memberships.
• Sustainability-Driven Perks: Eco-conscious members might choose programs that offset carbon, support local communities, or reward green behaviours.
• AI-Powered Customisation: With the right tech stack, hotels could anticipate member needs, suggest personalised experiences, and deliver seamless journeys from booking to checkout.

Final Thoughts

The rise of hotel subscriptions is more than a passing trend — it reflects a deeper shift in how guests want to engage with hospitality brands. They’re looking for convenience, consistency, and connection. And for hotels, it’s a golden opportunity to reimagine loyalty, drive revenue, and build lasting relationships.

As more players test and refine their membership offerings, one thing is clear: in the future of hospitality, the guest journey may begin with a monthly subscription.