Where Does Your Loyalty Lie? - hotels.com survey
Grocery and drugstores rank just ahead of travel loyalty programs according to Hotels.com poll in advance of national Twitter chat on loyalty
How loyal are you? That's what the travel experts at Hotels.com® set out to determine with the Consumer Loyalty Survey, which found that approximately one-third of Americans (36 percent) participate in brand loyalty programs. The survey examined U.S. consumers' thoughts and behaviors toward various brand loyalty programs and identified factors that drive consumers to enroll in such programs.
DALLAS -- How loyal are you? That's what the travel experts at Hotels.com® set out to determine with the Consumer Loyalty Survey, which found that approximately one-third of Americans (36 percent) participate in brand loyalty programs. The survey examined U.S. consumers' thoughts and behaviors toward various brand loyalty programs and identified factors that drive consumers to enroll in such programs.
Key Findings:
- Adults ages 35-44 are most likely to take advantage of loyalty program benefits, with 39 percent of participants polled saying they are enrolled in up to five different programs.
- Perks (31 percent) – not convenience (10 per cent), associated costs/fees (5 per cent) or brand loyalty (2 percent) – represent the biggest motivational factor for joining loyalty programs.
- Free products/services (63 percent) and exclusive promotions (24 percent) are the most popular perks.
- Grocery and drugstore chain loyalty programs are the most popular with nearly a third (32 percent) saying they have a loyalty membership in this category.
- Travel related loyalty programs are the second most popular with 24 percent belonging to at least one brand's program.
- Airline (17 percent) and hotel (15 percent) loyalty programs led the way in the travel category.
"Loyalty programs are popular because they provide an incentive for consumers to get something for their normal behaviors or purchases," said Taylor L. Cole, APR, travel expert for Hotels.com. "With little to no extra work, you can get perks including free product, upgrades or more from your favorite brands. Our Welcome Rewards program is a prime example, which gives travellers one free night for every 10 stayed."
Hotels.com will continue the discussion about all things loyalty and lengths travelers will go to for their favorite brands, pets or even bedding in a Twitter chat on October 17, 2013 from 3:00 to 4:00 p.m. EST. To participate, visit the @hotelsdotcom Twitter handle and use the #MyFreeNight hashtag.
*The Hotels.com Consumer Loyalty Survey was distributed via Google Consumer Surveys and completed on October 11, 2013. The survey polled 700 Americans across the country.
Hotels.com is a leading online accommodation booking brand. Through the Expedia, Inc. global network of websites, Hotels.com, LP connects travelers with approximately 220,000 properties around the world, ranging from international chains and all-inclusive resorts to local favorites and bed & breakfasts, together with all the information needed to book the perfect stay. Hotels.com, LP benefits from one of the largest hotel contracting teams in the industry, obtaining the best rates for its customers, and offers frequent sales, special deals and promotions. There are more than 7 million Guest Reviews on the websites from users who have actually stayed in the hotels to ensure customers can make an informed choice when booking. Through