Abstract
In this report, Mintel examines trends in travel loyalty programs, which are offered primarily by airlines, hotels, car rental companies, online travel services and credit card companies. The report includes a review of the factors driving demand for travel loyalty programs, developments in programs offered by the leading competitors, recent advertising and promotional campaigns and a profile of travel loyalty program consumers.
Specific topics include:
- Growth in the travel industry and its major segments, as well as the credit card industry
- Company activities, including mergers and partnerships, and their impact on travel loyalty programs
- Opportunities and challenges for travel loyalty programs
The implications of the findings on the travel loyalty program market are discussed and strategies are identified for companies in the various segments. Companies are expected to continue exploring partnerships with providers of complimentary travel services as well as restaurants, retailers and other companies that would enhance their reward offerings. Travel loyalty programs are expanding beyond the traditional miles/points for free travel formula. Instead, providers are offering upgrades and amenities targeted to individual consumers, building loyalty on the basis of service instead of price.
Mintel also provides a detailed profile of the travel loyalty program consumer, including demographic characteristics, frequency of leisure and business travel, participation in travel loyalty programs and attitudes toward these programs. More than half of adults who have traveled in the last 12 months belong to at least one travel loyalty program. Frequent flyer programs are the most popular, followed by hotel frequent guest clubs.
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