The hotel industry, as a key branch of the hospitality sector, continuously adapts to dynamic trends in tourism, technology and the needs of modern travelers. In this context, the implementation of loyalty programs, or hotel memberships, is becoming more and more important for successful hotel operations. One of the key factors that significantly contributes to the hotel's total revenue stems from the level of brand recognition, especially through the implementation of hotel membership programs. These programs not only encourage the guest to return, but also create a deep emotional connection between the hotel and its members. Understanding how membership encourages loyalty allows us to see the broader picture of how these loyal guests contribute to increased spending and, consequently, achieve growth in overall hotel revenues. Empirical analysis confirms that hotel memberships play a key role in generating revenue for hotels. Through numerous advantages, such as increasing recognition and attracting loyal guests, memberships contribute to the stability and long-term success of the business. Emphasis is placed on the fact that members are often more inclined to make reservations directly through the hotel, which minimizes the share of commissions to third parties. Empirical analysis has established that hotel memberships affect hotel revenues in a way that increases guest loyalty, which ultimately results in a higher number of repeated reservations, longer stays and higher spending within the hotel.