Travellers feel ‘inadequately rewarded’ for loyalty to travel brands

Most people have a go-to travel brand they consider above all else, however, many travellers say they don’t feel adequately rewarded for their loyalty to travel and hospitality brands.

In a study conducted by Yes Marketing, which surveyed more than a thousand travellers, it was revealed that nearly (25%) of travellers say they don’t feel adequately rewarded for their loyalty to travel and hospitality brands, suggesting there’s room for improvement when it comes to these brands’ retention and loyalty strategies.

The findings indicate that consumers are likely to stick with their preferred travel brands but only if they feel their loyalty is proportionately rewarded. In fact, a majority of consumers (83%) say that being rewarded for their loyalty influences their decision to remain loyal to a travel or hospitality brand, meaning these brands should fine-tune their retention and loyalty strategies to deliver the experiences that make their customers feel like they’re getting special treatment.

“The right combination of technology and services”

“Through the right combination of technology and services, brands can glean a deeper understanding of their customers’ preferences to inform their retention and loyalty strategies and develop lifelong connections,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Marketing.

Rewards and benefits

The report also found that almost half (49%) of consumers say exclusive member benefits make them feel rewarded for their loyalty to a travel or hospitality brand, and 32% say they feel rewarded by waived fees.

“For today’s consumers, it’s about choosing a brand that consistently demonstrates its value,” said David McRae, president of Yes Marketing. “From luxury hotels to low-fare airlines, taking the steps to understand customer preferences and behaviour enables travel brands to drive long-term loyalty by reinforcing the value they bring along every step of the consumers’ journey – be it saving money or experiencing the first-class service.”