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.

1. TRAVEL
FOR THE TRAVEL
DIGITAL AGE
LOYALTY IN A
10 KEY INSIGHTS
LOYALTY PROFESSIONAL
TRAVEL LOYALTY IN A DIGITAL AGE

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. 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. AND WE'VE SHORTLISTED
TEN OF THE MOST INTERESTING
TRAVEL RELATED STATS AND FACTS...
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TRAVEL LOYALTY IN A DIGITAL AGE

5. ENGAGE ONLINE
90%
OF BOTH AIRLINE
AND HOTEL MEMBERS
...PREFERRING TO ENGAGE
1ONLINE IS STILL THE
PREFERENCE, WITH...
THROUGH ONLINE CHANNELS.
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TRAVEL LOYALTY IN A DIGITAL AGE

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
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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.
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TRAVEL LOYALTY IN A DIGITAL AGE

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
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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
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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
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TRAVEL LOYALTY IN A DIGITAL AGE

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. 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
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TRAVEL LOYALTY IN A DIGITAL AGE

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
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TRAVEL LOYALTY IN A DIGITAL AGE

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. 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
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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. 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
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TRAVEL LOYALTY IN A DIGITAL AGE