The landscape of hotel loyalty has never been more complex, and for the modern traveller, the big question is whether sticking to a mainstream hotel chain like Hilton, Marriott, or Accor is still the best way to go—or whether exploring independent hotels or memberships like Soho House might offer a better experience. While loyalty programmes undoubtedly have their perks, the growing trend of freedom to book anything, anywhere is starting to feel more appealing than being tied to a single brand.
The Big Brands Are Buying Cool Cred
One of the biggest shifts in the mainstream hotel industry is how major chains are snapping up cooler, boutique brands to attract a younger, more design-conscious market. Take IHG’s acquisition of Kimpton or Accor’s partnerships with boutique brands like Mama Shelter and SLS, and it’s clear they’re trying to shed the cookie-cutter image. Marriott’s acquisition of Edition and Hilton’s partnership with NoMad show a similar trend—these chains know they need to offer more than just traditional properties to keep up with the demand for unique, experience-driven stays.
But while these acquisitions have brought some cool brands into the fold, they aren’t always consistent. Booking a stay at a quirky boutique hotel under a big name doesn’t necessarily mean you’ll get the full brand experience. These cool brands may only be a sliver of what’s on offer within massive portfolios like Marriott Bonvoy or Hilton Honors, and when it comes to some destinations—especially niche locations like the Maldives—it’s often hard to find a brand hotel that feels truly special.
The Freedom to Book Independent Hotels: A Growing Trend
For today’s traveller, being tied to a single loyalty programme can feel restrictive. While loyalty benefits like free nights and upgrades are tempting, the freedom to book independent hotels or boutique properties without worrying about missing out on points is starting to look more appealing. With sites like Booking.com and Mr & Mrs Smith offering a huge variety of properties across the globe, travellers can choose from the most unique, beautifully designed hotels or accommodations that truly fit their destination.
For example, while loyalty programmes are great for city breaks, in destinations like the Maldives or remote corners of Italy, it’s often better to seek out a luxury independent hotel than settle for a branded option that may not offer the best experience. In these scenarios, flexibility is key, and being able to book without brand restrictions suits the modern traveller’s desire for curated experiences.
Big Chains Are Catching On: Hilton’s SLH Partnership and Hyatt’s Acquisition of Mr & Mrs Smith
The good news for loyalty programme loyalists is that some major hotel chains are starting to partner with independent hotel groups, offering more variety within their portfolios. Hilton, for example, has recently added Small Luxury Hotels (SLH) to its platform, following in the footsteps of Hyatt’s successful partnership with SLH. Now, SLH properties can be booked with Hilton Honors points, expanding the possibilities for those seeking unique, independent stays while still benefiting from loyalty rewards.
Hyatt has gone a step further, acquiring Mr & Mrs Smith, one of the most highly regarded platforms for boutique and independent hotels. This means that even fiercely independent properties are now accessible through Hyatt’s loyalty programme, giving travellers the best of both worlds—independent, boutique experiences with the perks of loyalty benefits. It’s a trend that acknowledges how modern travellers crave flexibility without losing the advantages of loyalty programmes.
The Downside of Mainstream Loyalty Programmes: Not All Brands Are Created Equal
That said, there are still some frustrating inconsistencies within mainstream hotel loyalty programmes. Accor, for instance, owns some of the coolest brands in the hospitality industry, like Mama Shelter and The Hoxton, but not all of these brands participate in their ALL (Accor Live Limitless) loyalty programme. This creates a disconnect for loyal Accor members who want to stay at these properties but can’t earn or redeem points, which can make them question the value of sticking with the brand.
This is where chains like Hilton and Hyatt have taken the lead, ensuring a wider selection of independent hotels are integrated into their loyalty programmes, but it’s still not perfect. Having to navigate which brands participate and which don’t can be frustrating for travellers who just want simplicity and a great experience, regardless of the name on the door.
Soho House Membership: A Different Kind of Loyalty
For those who crave uniqueness with a sense of belonging, Soho House membership is another intriguing option. Soho Friends, in particular, offers access to Soho House properties and other perks like discounts on Soho Home and Cowshed products. While you’re tied to the brand in some sense, the Soho House experience is very different from traditional hotel chains, offering a sense of community, style, and exclusivity that many mainstream hotels can’t replicate.
However, Soho House’s restrictions—like having to stay overnight to access the clubs or limited availability at peak times—might be a dealbreaker for those who want more flexibility. Plus, the range of properties is still quite niche, so if you’re a frequent traveller, you might find Soho House membership limiting compared to a global loyalty programme.
Final Thoughts: Loyalty or Freedom?
Ultimately, the decision comes down to what type of traveller you are. If you value consistency, upgrades, and the safety net of a loyalty programme, sticking with mainstream hotel chains like Hilton, Marriott, or Hyatt (with their expanding portfolio of boutique partnerships) could still be the best option. The ability to earn points and redeem them at cool boutique properties like NoMad or SLH adds a layer of flexibility to these chains that’s becoming harder to ignore.
But for those who value freedom, flexibility, and the ability to book the perfect stay for each destination, avoiding loyalty altogether or choosing more niche options like Soho House might be more appealing. The modern traveller wants the option to tailor each stay to their needs, and sometimes that means stepping outside the boundaries of brand loyalty.
In the end, the best choice depends on your travel habits. For city breaks and business trips, loyalty to a mainstream chain can offer undeniable perks. But for those once-in-a-lifetime destinations or unique experiences, having the freedom to book independent hotels or boutique stays might just be the better way to go.