Loyalty Programs Revisited: Hotels, Airlines and OTAs

Summary

Loyalty programs have attracted some of the most avid and experienced travelers. Airlines and hotels have been the most successful travel providers to recruit loyalty members, but what drives travelers to join and maintain their memberships in these types of programs? Can OTA loyalty programs gain traction with travelers who may already hold multiple air and/or hotel memberships? Has membership changed the way travelers shop for and book their trips? This report explores what travelers want from their loyalty memberships, where they are most pleased with their programs, and areas in which suppliers and intermediaries have an opportunity to increase member satisfaction.

Also in this series (available now or publishing soon):

• Loyalty Programs Revisited: Key Metrics and the Impact of COVID-19
• Loyalty Programs Revisited: Tapping Into Travel Credit Cards
• Loyalty Programs Revisited: Business Travelers