(Dis)Loyalty and the European Leisure Traveler

Summary

Loyalty programs are nothing new to today's travelers, but recent and dramatic changes in technology and consumer behavior are shaking up these programs. Travelers have more options than ever before, and mobile and big data are creating new opportunities for personalized service. Is there really a place for loyalty programs in the European traveler's already overabundant array of purchasing decisions? Is there a way to adapt these programs to better serve both travel sellers and the travelers themselves?  

Phocuswright's (Dis)Loyalty and the European Leisure Traveler takes a close look at travel loyalty in Europe to assess participation levels and impacts for airline, hotel and online travel agency (OTA) loyalty programs. The report explores the relationship between loyalty program membership and brand loyalty, providing a detailed profile of the behaviors and attitudes of loyalty participants at all status levels, with particular attention to high-value elite loyalty members.

Topics include:

• Loyalty's influence on travel shopping and booking
• Loyalty's influence on product and channel selection
• Airline, hotel and OTA loyalty program participation by age and spending
• Loyalty status levels and the "super elite"