Getting With the Program: Membership, Usage and Perceptions of Travel Loyalty Schemes

Summary

Travel loyalty programs are more popular—and more complex—than ever. In the current environment, travelers earn, redeem and “game” their points in a high-stakes loyalty economy that now stretches far beyond travel. Drawing from a comprehensive survey of U.S. leisure travelers, this study explores how different generations view loyalty programs, what drives perceptions of value and where brands still fall short of inspiring true consistency. As younger travelers chase flexibility over allegiance, travel companies must rethink how programs, pricing and service work together to create lasting loyalty.

Phocuswright’s Getting With the Program: Membership, Usage and Perceptions of Value for Travel Loyalty Schemes is part of a comprehensive consumer research study delving into the specifics of how U.S. travelers perceive brand loyalty and engage with the current ecosystem. Key questions addressed include:

• Which types of travel loyalty programs attract the most members and redemptions?
• How do loyalty drivers and perceptions of value differ across generations?
• What are the top frustrations and “gaming” behaviors among loyalty members?
• How can travel brands convert heavy program use into lasting customer loyalty?