U.S. travel companies are spending millions of dollars developing and implementing loyalty programs. Driving bookings, retention and repeat business are among the main goals of travel loyalty programs.
However, U.S. leisure travelers, on average, take just three leisure trips a year and don't always book flights or paid accommodation for every trip.
Even with these low travel averages, travel companies have placed great emphasis on attracting consumers to their loyalty programs, hoping to strengthen relationships with existing customers and establish long-lasting bonds with new customers. But have they worked?
U.S. Consumer Loyalty - Key Findings
Is it possible to build true loyalty in travel?
The foundation of this project will be a consumer survey targeting U.S. travelers who are members of hotel, airline or OTA loyalty programs.
By focusing on travelers who use and value the perks of loyalty programs, the study will reveal what motivates them to join, how they view their membership and benefits, and their broader relationship with and attitudes toward the brand.
Loyalty is complex and consumer behavior differs from market to market. Beyond loyalty program trends, the study will examine elements that contribute to a sense of loyalty and how loyalty stacks up against other factors in decisions.
The study will also explore how attitudes may shift in a post COVID-19 era.
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