According to a new survey, most of us are not devoted to airline loyalty programmes and would not hesitate to switch to another.<\/p>\n
Deloitte\u2019s inaugural \u2018Rising above the clouds: charting a course for renewed airline consumer loyalty\u2019 study reveals that 72 per cent of \u2018high-frequency\u2019 business travellers participate in two or more programmes, while more than one-third participate in four or more.<\/p>\n
Airline loyalty programmes are not as effective as they could be in driving loyalty among their core audience of frequent travellers, nor are they very significant when selecting an airline to travel with.<\/p>\n
Travellers overall \u2013 and business travellers specifically \u2013 ranked loyalty programmes as only the 19th and 18th most important attribute when selecting an airline (out of 26 attributes), respectively.<\/p>\n
However, they remain valuable to high-frequency business travellers, ranking as the second most important attribute.<\/p>\n
\u201cConsidering airlines use reward programmes to drive brand loyalty exclusively, a remarkable 50 per cent of overall respondents are enrolled in two or more airline loyalty programmes, with one-third of overall respondents participating in two or more programmes,\u201d states the study.<\/p>\n
Jonathan Wall, assistant director, hospitality and real estate advisory at Deloitte Middle East, says the survey findings reveal that airlines should \u201ctake a hard look\u201d at how they are engaging with their loyalty programme members.<\/p>\n
\u201cWith increasing competition and heightened consumer pragmatism, airlines may need to focus on personalising the customer experience in a way that makes individual travellers feel special,\u201d he says.<\/p>\n
Two-thirds of all respondents would be willing to switch to a competing loyalty programme \u2013 despite achieving the highest status level with their current one.<\/p>\n
There are characteristics of a loyalty programme that one type of traveler would view as being important, while another may see as less important. For instance, the survey reveals that only 40 per cent of all respondents believe access to airport lounges to be important, whereas 68 per cent of high-frequency business travellers value such access.<\/p>\n
Wall says that airlines need to remember that passengers have the potential to serve as ambassadors and are an airline\u2019s most effective marketing tool.<\/p>\n
\u201cAirlines should consider providing customised experiences for individual travellers and encourage loyalty with unexpected and in-the-moment, accessible rewards, to help them not only redefine and reshape the customer experience, but also ultimately build lasting relationships with their customers,\u201d he adds<\/p>\n","protected":false},"excerpt":{"rendered":"
According to a new survey, most of us are not devoted to airline loyalty programmes and would not hesitate to switch to another. Deloitte\u2019s inaugural \u2018Rising above the clouds: charting a course for renewed airline consumer loyalty\u2019 study reveals that 72 per cent of \u2018high-frequency\u2019 business travellers participate in two or more programmes, while more […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[],"class_list":["post-2978","post","type-post","status-publish","format-standard","hentry","category----articles-reports-studies"],"_links":{"self":[{"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=\/wp\/v2\/posts\/2978","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2978"}],"version-history":[{"count":0,"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=\/wp\/v2\/posts\/2978\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tourismworld-seyaha.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}