80% of travelers choose trips that further personal growth
The majority of consumers aren’t simply looking for rest and relaxation when they travel but experiences that will change them and see the world differently, according to research published by the Global Hotel Alliance.
In partnership with Bond Brand Loyalty, the GHA surveyed more than 9,000 consumers across multiple geographies to produce its report, titled What Travelers Want Most From Loyalty Programs.
GHA’s data shows travel and hospitality brands not only need to provide basic amenities but make it easier for consumers to pursue their dream trips. For example, 87 per cent of travelers said they prefer hotels with a global loyalty program versus one limited to only a few locales.
Instead of brainstorming unusual perks, meanwhile, the GHA found nearly half of consumers said they value loyalty programs predicated on “generosity,” vs. the seven per cent who cited novelty.
There’s ample opportunity for brands to compete in this space, the report suggested. For example, travelers are now active on an average of three to four loyalty programs, versus the one or two cited in previous editions of the GHA report. Loyalty programs also influence booking decisions among 80 per cent of those surveyed.
Room upgrades was the top-ranked perk for loyalty program members at 59 per cent, while getting dollars for points was only important to 10 per cent.
Half of those surveyed said AI could make their membership in a loyalty program more valuable, suggesting further opportunities for brands to make strategic use of consumers’ personal information.
“Using guest data to inform both pre‑stay and in‑stay interactions, training staff to deliver tier‑specific recognition, and tailoring offers to the timing and context of a guest’s trip can make loyalty benefits feel more personal,” the report’s authors wrote. “This type of targeted delivery is likely to become a key differentiator as expectations continue to rise.”
360 Magazine Insight
It’s important to recognize that the survey sample in this report is based on those who are already members of the GHA Discovery loyalty program, which may represent consumers more predisposed to being members. There is also some self-promotional elements in the report about GHA Discovery’s benefits and even its latest Net Promoter Score (NPS).
That said, there are some helpful breakdowns here about how consumers view loyalty program benefits based on what tier they occupy. The research found those at the top “Titanium” level, for instance, are most interested in stay-related benefits such as room upgrades, whereas those lower down, such as “Silver” and “Gold” members, are more interested in program rates and dining discounts. This reinforces the potential opportunity to tailor experiences and program benefits by segment.
This ungated 14-page report is also helpful to look at preference differences between luxury and non-luxury travelers, the most common pain points in travel and the ongoing blend of business and personal travel, which may call for some dedicated CX strategies to reflect the needs of those who choose to extend their stay after a work event.
