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members as of Q2 2026, including more than 12 million in CALA as of March 2026. That scale translates into demand, frequency and revenue performance for owners.
Approximately 68 % of occupied rooms globally were booked by Bonvoy members. These guests tend to stay more often, book longer and spend across restaurants, bars and other on-property experiences, supporting both RevPAR and ancillary revenue.
We’ re also investing in locally relevant partnerships and co-brands. In April, we launched our first co-brand in Brazil with Bradesco, strengthening local awareness and direct demand. Co-brand cardholders tend to generate higher revenue per guest through more frequent bookings, longer stays and greater on-property spending. With more than 1.3 billion people traveling globally, the opportunity to expand loyalty remains significant.
Aerial view of Crystal Cove, Barbados, A Tribute Portfolio All- Inclusive Resort.
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