Few Travelers Stay Loyal to Brands


Loyalty isn’t what it used to be. New research by professional services firm Deloitte shows that just 8 percent of more than 4,000 travelers surveyed said they are loyal to a certain hotel brand. Airlines fared only slightly better, with 14 percent of respondents reporting they stick with a particular carrier. The findings show that factors such as safety, value and on-time percentage are driving customer decisions when it comes to choosing an airline, while hotel guests look at price, parking expenses, comfort and location. For many travelers, these concerns outweigh any perks offered to frequent fliers or guests through loyalty programs. The report encourages companies to rethink their loyalty programs, making rewards more personal, accessible and unexpected. usatoday.com

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