Representative ImageA recent Phocuswright report highlights that 84% of leisure travellers have engaged in "gaming" loyalty programmes over the past year, prioritising value and flexibility over brand loyalty. The research indicates that whilst loyalty schemes are integral to travel planning, they do not necessarily ensure consistent brand usage. Instead, travellers are strategically navigating the rewards landscape, focusing on maximising benefits rather than maintaining brand allegiance.
The study reveals that one in five airline loyalty members took unnecessary flights to retain elite status, and one in four hotel loyalty members chose properties based on status rather than preference. Additionally, 39% of travellers used gift cards to earn points, 27% opened credit cards for bonuses, and 16% manufactured spending by purchasing for others.
Despite high engagement, brand consistency remains elusive, with 57–68% of travellers booking outside their preferred brands when better options arise. Madeline List, Manager of Research & Special Projects at Phocuswright, stated, “True loyalty is the result of consistently delivering value, reliable experiences and fair pricing over time.”
The report also notes economic pressures are influencing traveller behaviour, with many using points to make trips more affordable. Generational differences are evident, as younger travellers, particularly Gen Z and millennials, value variety and experimentation over brand consistency.
Phocuswright's findings suggest that whilst loyalty programmes can enhance brand affinity, they must be supported by strong product quality and fair pricing to truly influence consumer behaviour
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
