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DALLAS, October 21, 2019 – Nearly a quarter (25%) of travelers say they don’t feel adequately rewarded for their loyalty to travel and hospitality brands, suggesting there’s room for improvement when it comes to these brands’ retention and loyalty strategies, according to a new study by Yes Marketing.
In their report “Understanding the Traveler’s Journey,” Yes Marketing surveyed more than 1,000 travelers on their priorities as they progress along their journey with travel and hospitality brands, from initial booking to brand loyalty. The report found that more than half of consumers (64%) have a go-to travel company they consider above all else.
The findings indicate that consumers are likely to stick with their preferred travel brands but only if they feel their loyalty is proportionately rewarded. In fact, a majority of consumers (83%) say that being rewarded for their loyalty influences their decision to remain loyal to a travel or hospitality brand, meaning these brands should fine tune their retention and loyalty strategies to deliver the experiences that make their customers feel like they’re getting special treatment.
“For today’s consumers, it’s about choosing a brand that consistently demonstrates its value,” said David McRae, president of Yes Marketing. “From luxury hotels to low-fare airlines, taking the steps to understand customer preferences and behavior enables travel brands to drive long-term loyalty by reinforcing the value they bring along every step of the consumers’ journey – be it saving money or experiencing first-class service.”
The report found that almost half (49%) of consumers say exclusive member benefits make them feel rewarded for their loyalty to a travel or hospitality brand, and 32% say they feel rewarded by waived fees.
“Whether it’s offering exclusive perks or providing personalized recommendations, travel brands need to leverage the right incentives to encourage customers to choose their brand time and again,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Marketing. “Through the right combination of technology and services, brands can glean a deeper understanding of their customers’ preferences to inform their retention and loyalty strategies and develop lifelong connections.”
Additional findings from the report include:
To learn more about consumers’ priorities as they progress along their journey with travel and hospitality brands, download the full report here.
About Yes Marketing
Yes Marketing focuses on enabling marketers to engage, acquire and retain consumers along each stage of the consumer journey with a brand – from awareness through consideration, purchase and lifetime loyalty. This is accomplished through a unique combination of expert marketing services, best-of-breed technology and proprietary data assets that enable brands to create and deliver truly personalized, data-driven customer experiences with the help of a single vendor with an integrated technology and service offering. To learn more, call 1-877-937-6245, email email@example.com or visit www.yesmarketing.com.
Infogroup is a leading provider of data and data-driven marketing solutions. Infogroup provides data, technology and services that help marketers acquire new customers and maximize the value of existing relationships. The company's data and marketing solutions help clients of all sizes, from local SMBs to FORTUNE 100™ enterprises, increase sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 280 million individuals and 24 million businesses. For more information, visit www.infogroup.com.