Concerts at Madison Square Gardens – private box, obviously – hanging out pitside before a Formula One race, playing tennis with Grand Slam champions. At the highest end, hotel groups have harnessed their experiential prowess into a wraparound experience, encompassing not only upgrades to rooms to something even more memorable.

All the major hotel groups, led by Marriott Bonvoy Moments and Accor’s ALL. (Accor Live Limitless) have made serious long-term investments in their earn-and-burn loyalty programmes, as have Hilton Honors, World of Hyatt and the I.H.G. One program.

However, smaller hotel groups and booking platforms have also started to reward the loyalty of their customers in ways that are – dare we say it – easier to achieve than the big five. Earlier this year, The Small Luxury Hotels of the World S.L.H. Club launched in October 2024. Notch up the stays and you rise up the tiers. Entry level offers check-in and check-out benefits, Level Two – achieved after staying four nights – includes a free continental breakfast as well. If you notch up 13 booked nights (or a $6,000 spend), there’s a voucher for a $ 300-night stay.

However, alongside these programs is a new generation of loyalty-engendering measures that blend budgeting with indulgence. Gold and Platinum cardholders who book through American Express Travel already get $100 towards spa treatments or food and drinks and – subject to availability – early check-in and late check-outs (the single most popular perk for guests) as well as room upgrades.

Increasingly, booking platforms and hotel groups are starting to introduce other, more unexpected treats. Between November 29 and December 1 – if you’ve booked into one of three London hotels with American Express Travel – you’ll find a skincare fridge stocked with cult products, including Sunday Riley, Emma Hardie and 111Skin. (The hotels taking part are The BoTree, Vintry & Mercer and the Holborn branch of The Hoxton and the products will have a value of $300.)

The Know, which is operated by Virgin Hotels, has its own set of incentives. Based on the questionnaire members fill out when they join, they are likely to find favourite snacks in place when they check-in but also get room upgrades and Virgin points, which can be used across the Virgin group (the best app for this is Virgin Red).

Ennismore’s Dis-Loyalty programme, which covers hotels including the urban-minded Hoxton, 25Hours and Mama Shelter groups as well as resorts including Our Habitas and Rixos. Atypically, this is a loyalty programme that guests pay to join (usually $18 a month but there are sometimes discounts) but there are plenty of incentives. New hotels in the group net members a 50 per cent discount for the first three months (being able to stay at 25Hours Paper Island for $200 a night was a good reason for me to buy membership this year). There’s also 20%off other hotels when booking them for the first time, and 10% when you return. Members also get a free barista-made drink once a day (a clue that Ennismore is strong in Europe) and 10% all food and beverages.