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Travel loyalty in a digital age

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With the continued advancement of digital technology, consumer behaviour is rapidly evolving and expectations in the main are getting higher. As a consequence, it’s never been more pressing to understand the needs and requirements of the modern-day, tech-savvy loyalty programme member.

To help with this, we surveyed 2,500 loyalty programme members across the globe to find out how these advancements have impacted member behaviour and we’ve produced a short SlideShare with ten of the most compelling findings.

Travel loyalty in a digital age

  1. 1. TRAVEL FOR THE TRAVEL DIGITAL AGE LOYALTY IN A 10 KEY INSIGHTS LOYALTY PROFESSIONAL TRAVEL LOYALTY IN A DIGITAL AGE
  2. 2. OVER THE PAST DECADE OR SO WE HAVE WITNESSED A DIGITAL TRANSFORMATION TAKE PLACE. WITH NEW TECHNOLOGY HELPING TO SHIFT THE DEMANDS OF THE MODERN-DAY CONSUMER, THE MODERN DAY LOYALTY PROGRAMME MEMBER. AND OF COURSE, A COLLINSON GROUP COMPANY1/15 TRAVEL LOYALTY IN A DIGITAL AGE
  3. 3. TO UNDERSTAND THIS MORE, WE SURVEYED 2,500 MEMBERS OF BOTH FINANCIAL AND TRAVEL LOYALTY PROGRAMMES. United Kingdom 750 United States 1,000 South-East Asia 500 THE MIDDLE EAST 250 A COLLINSON GROUP COMPANY2/15 TRAVEL LOYALTY IN A DIGITAL AGE
  4. 4. AND WE'VE SHORTLISTED TEN OF THE MOST INTERESTING TRAVEL RELATED STATS AND FACTS... A COLLINSON GROUP COMPANY3/15 TRAVEL LOYALTY IN A DIGITAL AGE
  5. 5. ENGAGE ONLINE 90% OF BOTH AIRLINE AND HOTEL MEMBERS ...PREFERRING TO ENGAGE 1ONLINE IS STILL THE PREFERENCE, WITH... THROUGH ONLINE CHANNELS. A COLLINSON GROUP COMPANY4/15 TRAVEL LOYALTY IN A DIGITAL AGE
  6. 6. MORE ENGAGEMENT OPTIONS, PLEASE 2INTERESTINGLY THOUGH... 66%OF BOTH AIRLINE AND HOTEL MEMBERS POINTS BOTH ONLINE AND IN-STORE. ...THOUGHT THAT IT WAS “IMPORTANT” OR “VERY IMPORTANT” FOR THEM TO BE ABLE TO UTILISE A COLLINSON GROUP COMPANY5/15 TRAVEL LOYALTY IN A DIGITAL AGE
  7. 7. EMBRACE THE FUTURE 3OF NEW TECHNOLOGY 78% OF AIRLINE AND 75%OF HOTEL HOTEL AIRLINE ...PROGRAMME MEMBERS BRANDS THAT ARE EARLY ADOPTERS TOLD US THEY PREFER AND DIGITAL PLATFORMS. A COLLINSON GROUP COMPANY6/15 TRAVEL LOYALTY IN A DIGITAL AGE
  8. 8. LOVE TO EARN ON EVERYDAY SPEND, ACCORDING TO... 47% OF HOTEL LOYALTY PROGRAMME MEMBERS 46%OF AIRLINE LOYALTY PROGRAMME MEMBERS. AND 4THE MOST VALUED FEATURE FOR LOYALTY PROGRAMME MEMBERS IS THE ABILITY TO EARN POINTS A COLLINSON GROUP COMPANY7/15 TRAVEL LOYALTY IN A DIGITAL AGE
  9. 9. THE WRONG LIFESTYLE WHEN ASKED IF THE REWARDS THEY 41%OF AIRLINE LOYALTY PROGRAMME MEMBERS AND LIFESTYLE AND HOBBIES, ONLY... RECEIVE ACCURATELY REFLECT THEIR ...SAID THEY DID. 5 45%OF HOTEL LOYALTY PROGRAMME MEMBERS A COLLINSON GROUP COMPANY8/15 TRAVEL LOYALTY IN A DIGITAL AGE
  10. 10. MORE REWARDS PLEASE MEMBERS ALSO REQUESTED MORE AND70%OF AIRLINE MEMBERS 67% OF HOTEL MEMBERS ...WANTING A WIDER RANGE OF OFFERS AND REWARDS. CHOICE IN THEIR PROGRAMMES, WITH... 6 A COLLINSON GROUP COMPANY9/15 TRAVEL LOYALTY IN A DIGITAL AGE
  11. 11. DO I KNOW YOU? MEMBERS WON’T DEAL WITH JUST ANYONE, WITH... 72%OF AIRLINE AND HOTEL MEMBERS ...STATING THAT DATA SECURITY IMPACTS THE BRANDS AND SERVICES THEY USE. 7 A COLLINSON GROUP COMPANY10/15 TRAVEL LOYALTY IN A DIGITAL AGE
  12. 12. FORMING A SOCIAL CONNECTION UAE US UAE US SEA UK SEA UK airline loyalty programmes hotel loyalty programmes 79% 35% 51% 16% 76% 36% 48% 17% Social media offers huge potential for loyalty programme providers, however there is a stark contrast in ‘followers’ across social channels by region. 8Percentage of airline loyalty members who follow an airline loyalty programme on social media Percentage of hotel loyalty members who follow a hotel loyalty programme on social media A COLLINSON GROUP COMPANY11/15 TRAVEL LOYALTY IN A DIGITAL AGE
  13. 13. NOT SO SETTING THE TREND THERE IS ROOM FOR MORE INNOVATION 41%OF AIRLINE PROGRAMME MEMBERS 42%OF HOTEL PROGRAMME MEMBERS AND ...BELIEVE THE INDUSTRY IN THE TRAVEL SECTOR AS A WHOLE AS JUST... TO BE "TRENDSETTERS". 9 A COLLINSON GROUP COMPANY12/15 TRAVEL LOYALTY IN A DIGITAL AGE
  14. 14. AND BURNING REALLY DOES DRIVE EARNING 67%OF AIRLINE MEMBERS 72% OF HOTEL MEMBERS AND ...WHO REDEEMED THEIR POINTS/MILES ON NON-CORE INVENTORY WENT ON TO BUY CORE-INVENTORY PRODUCTS WITH THE SAME BRAND. 10 A COLLINSON GROUP COMPANY13/15 TRAVEL LOYALTY IN A DIGITAL AGE
  15. 15. INTERESTED TO KNOW MORE? Collinsonlatitude.com C_Latitude #DigitalLoyalty More innovation, more connectivity, more choice: the demands of the modern-day programme member A COLLINSON GROUP COMPANY COMMERCE IN A DIGITAL AGE LOYALTY IN A DIGITAL AGE EBOOK BELOW... AT OUR NEW LOYALTY COMMERCE THEN PLEASE TAKE A LOOK A COLLINSON GROUP COMPANY14/15 TRAVEL LOYALTY IN A DIGITAL AGE More innovation, more connectivity, more choice: the demands of the modern-day programme member A COLLINSON GROUP COMPANY COMMERCE IN A DIGITAL AGE LOYALTY
  16. 16. INTERESTED TO KNOW MORE? And if you’d like to talk directly with one of the team, please email us on: Or, to share, please click on one of the links below: eBook@collinsonlatitude.com Collinsonlatitude.com C_Latitude #DigitalLoyalty A COLLINSON GROUP COMPANY15/15 TRAVEL LOYALTY IN A DIGITAL AGE
  • itayulianti

    Feb. 6, 2018

With the continued advancement of digital technology, consumer behaviour is rapidly evolving and expectations in the main are getting higher. As a consequence, it’s never been more pressing to understand the needs and requirements of the modern-day, tech-savvy loyalty programme member. To help with this, we surveyed 2,500 loyalty programme members across the globe to find out how these advancements have impacted member behaviour and we’ve produced a short SlideShare with ten of the most compelling findings.

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