As the travel industry rebounds from pandemic lows, Hotels.com is responding to evolving consumer expectations by overhauling its loyalty program, replacing the long-standing “Stay 10 Nights, Get 1 Free” offer with a new, more flexible rewards system called One Key.
For nearly two decades, Hotels.com’s “Stay 10, Get 1 Free” program was a simple yet effective loyalty driver, rewarding customers with a free night after ten booked stays. According to company data, the program helped Hotels.com capture a significant share of repeat travelers — a crucial segment driving nearly 60% of online hotel bookings in the U.S. in recent years.
However, shifting travel patterns and consumer preferences have pushed the platform to rethink this model. The newly launched One Key program offers 2% cashback on eligible hotel bookings, vacation rentals, car rentals, cruises, and activities, with a 0.2% return on flights. This broader rewards scope reflects data indicating that over 70% of travelers now seek multi-component booking options — bundling accommodations, transportation, and experiences within a single platform.
According to a 2024 survey by Phocuswright, 45% of American travelers prioritize flexible loyalty rewards that can be redeemed across various travel services, rather than being limited to a single category such as hotel stays. One Key’s design aims to meet this demand by allowing accumulated rewards to be used across multiple travel purchases, effectively increasing traveler freedom and spending power.
In addition to rewards, Hotels.com highlights features such as 24/7 customer service, flexible cancellation policies, and “secret prices” — exclusive discounts available only to logged-in members. Data from the platform shows that secret prices can offer up to 35% off standard rates, translating to substantial savings for cost-conscious travelers.
Industry experts suggest this move positions Hotels.com to better compete against rising competitors offering integrated travel solutions and loyalty programs with broad redemption capabilities. “Consumers today want loyalty programs that reward the entire journey — from flights and cars to hotels and activities,” notes Sarah Kim, a travel technology analyst at Skift Research. “Hotels.com’s One Key program is a strategic pivot toward that holistic experience.”
While some loyalists have expressed nostalgia for the old “Stay 10, Get 1 Free” deal, the majority of recent customers surveyed by Hotels.com report positive reception to the One Key program, citing its versatility and ease of use as major advantages.
With U.S. domestic travel expected to grow by 7% in 2025, according to the U.S. Travel Association, Hotels.com’s updated program arrives at a time when American travelers are eager for both convenience and value.
For those planning upcoming trips, Hotels.com’s integrated booking platform and revamped loyalty rewards offer a compelling choice in a highly competitive marketplace.
