Twenty-five percent of travelers do not feel adequately rewarded for their loyalty by travel brands, according to a new study from Yes Marketing. The report, Understanding the Traveler’s Journey, examines the full lifestyle of the travel customer.
According to the study, consumers tend to stick with one specific company when traveling, but those brands still need to work to keep customers happy. In the study 83 percent of consumers said that being rewarded for their loyalty influences their decision to remain loyal to a travel or hospitality brand.
In other key findings from the report, 64 percent of consumers said that they have a go-to travel brand that they consider above all else. At the same time, 65 percent of travelers ranked price as the most significant driving factor in their loyalty to a travel brand, followed by quality (17%) and perks (8%). Forty-nine percent of consumers say that they feel rewarded for their loyalty through receiving exclusive member benefits, while 32 percent say that they feel rewarded by fee waivers.
For the study Yes Marketing surveyed 1,000 travelers on topics such as what drives travelers to purchase from a new travel or hospitality brand for the first time; which factors influence a traveler’s purchasing decision; and why they become loyal for the long haul.