The research is based on an overall survey of over 2,500 respondents who took at least one flight over a twelve month period and two focus groups with business and leisure travelers. This research has given deep insights into air travelers' behaviors, attitudes, and engagement preferences.
The findings suggest that an undifferentiated one-size-fits-all approach to loyalty improvement will seldom be fully successful because no two travel cohorts—and no two individual travelers—are identical in what matters to them in the air travel experience, airline loyalty programs, and the manner in which they prefer to engage and be engaged. Yet, despite this outlook of concern—or perhaps because of it—airlines have a unique opportunity to distinguish their brands in an effort to build a truly loyal consumer base.
Specifically the research uncovered a number of findings that should give airlines pause: Airline loyalty programs fail to engage
Loyalty program members are far from loyal and airline loyalty programs fall short in achieving their objectives—particularly among high-margin business and high-frequency travelers.
44 percent of business travelers and a remarkable 72 percent of high-frequency business travelers participate in two or more airline loyalty programs. Two thirds of overall respondents were at least open toward switching to a competing loyalty program even after achieving highest status level
Overall respondents ranked loyalty programs as only the 19th most important airline experience attribute (out of 26 attributes). However, high frequency business travelers ranked loyalty programs second, even higher than safety.
The research reveals significant differences in travelers’ booking/planning behaviors and engagement preferences. These differences underscore the need for differentiated, targeted approaches to building loyalty and customer engagement.
Put simply, the flying passenger has the potential to serve as an airline’s most effective marketing tool. Yet, our research shows that only 38 percent of survey respondents responded positively when asked whether they would serve as a brand ambassador.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
