Airline and hotel loyalty programmes are not highly rated by consumers and do little to generate emotional attachment to brands, according to research.
Dr Andreas Liebrich of the Lucerne University of Applied Sciences and Arts told the World Tourism Forum in Lucerne: “People don’t like loyalty programmes.”
He said: “Maybe there are too many loyalty programmes, maybe they are too complicated for customers.”
Liebrich, an e-tourism researcher at the university’s Institute of Tourism, reported the results of a study among online travel bookers in the UK, Germany and the US.
This found only 19% in the UK “like points programmes by travel providers”, and recorded a similar result in Germany. Only in the US was the rate higher at 45%, but in all three markets a majority did not like loyalty points programmes.
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Source: Ian Taylor (2013). Consumers don’t rate loyalty programmes, says academic, travel weekly http://www.travelweekly.co.uk/staticpages/404.html?aspxerrorpath=/Articles/2013/04/22/43805/consumers+dont+rate+loyalty+programmes+says+academic.html published Apr 22, 2013. Viewed Apr 22, 2013,