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Only a fifth of consumers feel rewarded for loyalty to travel brands

12/10/2018| 6:59:45 PM| 中文

61% of consumers saying they ignore the majority of communications from travel providers because they are not relevant or personalised.

Just one in five consumers feels rewarded for their loyalty to travel brands, new research reveals.

Travel companies are failing to personalise the customer experience – with 61% of consumers saying they ignore the majority of communications from travel providers because they are not relevant or personalised.

Only 27% of consumers say they receive offers or loyalty initiatives that are personalised to their interests or preferences. Half said they receive offers that they would never use.

The findings support a study, conducted by Forrester Consulting, which surveyed decision makers at travel brands with revenues exceeding $300 million, revealing that 64% of travel companies fail to understand their customers or why they are loyal to their brand.

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TAGS: loyalty program | Collinson
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