Playing Favorites: What Makes a Go-To Brand in Travel, and Why Do Customers Stray?

Summary

What makes a traveler return to the same airline, hotel, or booking site—and what makes them stray? Unpacking the “why” of traveler loyalty in an age of endless choice is no small feat. Overall, U.S. leisure travelers report that fewer than half claim a go-to travel brand and most will still “cheat” when price, fit or curiosity tempts them. In some cases, loyalty programs can really make the difference, but only when fundamentals are attained—value, convenience and experience—can repeat business be achieved..

Phocuswright’s Playing Favorites: What Makes a Go-To Brand in Travel, and Why Do Customers Stray?  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:

• How common is true brand loyalty among U.S. leisure travelers
• What motivates travelers to choose or abandon their preferred brands
• How do loyalty programs compare to pricing and value in influencing repeat bookings?
• Which traveler segments—by generation, income, or trip type—are most open to brand experimentation?
• How can travel brands retain customers who crave novelty and flexibility over routine?