Travel Loyalty in 2026: What Consumers Want, What Brands Deliver

Summary

In this report series:

• Beyond Points: Rethinking Loyalty and Brand Consistency in Travel
• Playing Favorites: What Makes a Go-To Brand in Travel, and Why Do Customers Stray
• Getting With the Program: Membership, Usage and Perceptions of Travel Loyalty Schemes

Travel loyalty is at a crossroads, shaped by more choice, more programs and growing misalignment between what travelers value and how brands reward them. Drawing on a comprehensive survey of U.S. leisure travelers, this three-part research series examines how loyalty programs are used and perceived, what truly drives repeat behavior and why even “loyal” customers so often stray. Across generations, value, trust and consistency matter, but flexibility, novelty and price frequently outweigh allegiance, challenging traditional points-based models. Together, the findings reveal why loyalty today is less about locking customers in—and more about earning relevance every trip.

Key questions answered by this report series include:

• Which types of travel loyalty programs attract the most members and redemptions?
• How can travel brands convert heavy program use into lasting customer loyalty?
• How do travelers define loyalty—and how does this differ from how brands structure loyalty programs?
• What kinds of generational differences exist in brand consistency, loyalty engagement and redemption habits?
• Why do travelers stray from their go-to brands, and how does novelty factor in?
• How do loyalty drivers and perceptions of value differ across generations?
• What are the top frustrations and “gaming” behaviors among loyalty members?