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Where Does Your Loyalty Lie?

October 18, 2013 OTA News No Comments Email Email

How loyal are you? That’s what the travel experts at Hotels.com® set out to determine with the Consumer Loyalty Survey, which found that approximately one-third of Americans (36 percent) participate in brand loyalty programs.

The survey examined U.S. consumers’ thoughts and behaviors toward various brand loyalty programs and identified factors that drive consumers to enroll in such programs.

Key Findings:

  • Adults ages 35-44 are most likely to take advantage of loyalty program benefits, with 39 percent of participants polled saying they are enrolled in up to five different programs.
  • Perks (31 percent) – not convenience (10 per cent), associated costs/fees (5 per cent) or brand loyalty (2 percent) – represent the biggest motivational factor for joining loyalty programs.
  • Free products/services (63 percent) and exclusive promotions (24 percent) are the most popular perks.
  • Grocery and drugstore chain loyalty programs are the most popular with nearly a third (32 percent) saying they have a loyalty membership in this category.
  • Travel related loyalty programs are the second most popular with 24 percent belonging to at least one brand’s program.
    • Airline (17 percent) and hotel (15 percent) loyalty programs led the way in the travel category.

“Loyalty programs are popular because they provide an incentive for consumers to get something for their normal behaviors or purchases,” said Taylor L. Cole, APR, travel expert for Hotels.com. “With little to no extra work, you can get perks including free product, upgrades or more from your favorite brands. Our Welcome Rewards program is a prime example, which gives travellers one free night for every 10 stayed.”

Hotels.com will continue the discussion about all things loyalty and lengths travelers will go to for their favorite brands, pets or even bedding in a Twitter chat on October 17, 2013 from 3:00 to 4:00 p.m. EST. To participate, visit the @hotelsdotcom Twitter handle and use the #MyFreeNight hashtag.

*The Hotels.com Consumer Loyalty Survey was distributed via Google Consumer Surveys and completed on October 11, 2013. The survey polled 700 Americans across the country.

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