(Dis)Loyalty and the U.S. Leisure Traveler
Today's consumers are bombarded with loyalty offers at every turn – and travel is no exception. Any traveler who has taken a trip in the past year or two has most likely been on the receiving end of a hotel or airline marketer's attempt to gain their loyalty. For the frequent business traveler, participation is often a no-brainer. But what about the typical leisure traveler who only takes two or three vacations a year? How influential are loyalty programs among the roughly 130 million U.S. leisure traveler who will generate well over US$300 billion in leisure gross bookings in 2015?
Phocuswright's (Dis)Loyalty and the U.S. Leisure Traveler examines the role of loyalty in consumer leisure travel behavior and spending, specifically for airline, hotels and online travel agencies (OTAs). The report addresses air, hotel and loyalty participation among key demographics, and defines the status of members by age, spending and level of participation.
- Loyalty's influence on travel shopping and booking
- Loyalty's influence on product and channel selection
- Airline, hotel and OTA loyalty program participation by age and spending
- Loyalty status levels and the "super elite"
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