PhoCusWright Special Project: Traveler Loyalty
Beyond Points and Perks: The Dynamics of Traveler Loyalty
The online travel marketplace evangelizes faith in content, not faith in brands. Travelers are notoriously fickle, and with so many options at their fingertips, brand loyalty can seem like the stuff of legend. Yet the cost to acquire a new customer is steep – making repeat purchasers a prerequisite for profitability.
This Special Project reveals the complex dynamics of traveler loyalty, providing a detailed picture of today's loyal traveler. Featuring a comprehensive survey of travelers in four markets – the U.S., Germany, Switzerland and the U.K. – the project includes in-depth analysis of the factors driving traveler loyalty. Sponsors will gain rich insight into the characteristics of loyal travelers and learn which loyalty tactics and incentives have the greatest influence.
Sponsor this Special Project to understand what motivates brand loyalty in today's fiercely competitive travel marketplace.
Research Topics Include
Loyalty Attitudes and Behaviors
- How likely are travelers to be loyal or disloyal to brands and destinations?
- What is the incidence of repeat purchase across products, channels and destinations?
- Are travelers willing to pay more for their preferred brand?
General Travel Behavior
- What is the average trip frequency and duration for loyal travelers?
- How likely are they to purchase each type of travel component (air, car, hotel)?
- What motivates them to travel, and how much do they spend?
Loyalty Dynamics: Searching, Shopping, Buying
- What information sources are used in each travel planning phase?
- What websites are used and what motivates travelers to choose them?
- What is the impact of website choice on channel and brand loyalty?
Loyalty Drivers and Instruments
- What are the factors that drive traveler loyalty?
- What is the influence of loyalty instruments (e.g., loyalty programs, best price guarantees, coupons)
- What would encourage traveler loyalty in the future?
Choose from a range of sponsorship options to get the answers and deliverables that match your organization's needs
Multiple sponsorship levels are available, with fees ranging from US$10K to $28K. Deliverables can include (depending on sponsorship level):
- Findings, analysis and recommendations delivered electronically as an in-depth PowerPoint presentation
- Analyst presentation via private or group webinar
- Branding and publicity acknowledgement and rights
- Client kickoff call to provide key points of interest
- Input into the consumer survey in an interactive process
- Tabulated survey results delivered in Excel format
- Custom and proprietary survey questions
- Custom data tables for additional analysis
Special opportunity for Platinum Sponsors: Participate in a panel focused on the project findings during the World Tourism Forum Lucerne in April 2013. Includes conference pass and three nights' lodging for one person!
Contact our team today to design your company's sponsorship package.
+1 860 350-4084 x501 or email
