If you are a member of a hotel loyalty program, you are probably not really very loyal to your hotel at all.
That is one finding of a survey of about 4,000 travelers by Deloitte & Touche about how they book hotels and what guides their decisions.
Only one out of four travelers spent more than 75% of their nights at their preferred brand, and 65% of frequent travelers reported staying in two or more hotel brands in the past six months, according to the survey, released last week.
Only 19% said that a loyalty program was very important when choosing a hotel.
What are more important factors to travelers? Room rates ranked as very important to 47% of the travelers, with free parking, comfort and location also ranking high.