What travelers really value in loyalty programs

Despite significant brand investment, travel loyalty programs are struggling to grow their user base, according to a recent Morning Consult report

Many travel brands have increased their focus on loyalty initiatives during travel's post-COVID resurgence, hoping to capitalize on the industry's renewed enthusiasm and momentum. However, travelers aren't necessarily satisfied with the current state of these programs. Complicated enrollment processes and opaque rewards systems often leave consumers frustrated and disengaged.

Key takeaways

• Despite increased investment, travel loyalty programs have not seen significant growth in their user base - overall participation has been flat since 2021;
• Loyalty members prioritize points and rewards early in the travel planning process, and simplifying redemption systems could increase engagement;
• To attract new members, brands will need to take a generational approach, addressing the different expectations and preferences of travelers across age groups.

Download the full report a Morning Consult