More than 2.5million Brits rank air miles as their most valued loyalty reward, according to a new survey by One Poll.
The study of UK adults also highlighted a trend for returning to favourite holiday haunts year after year, with 72.5% choosing to visit a destination they’ve been to before, and two thirds travelling with the same airline.
However, while the report reveals the travel sector is gaining some consumer loyalty, when ranked alongside other elements of their lives, the public rates airline loyalty the lowest, and destination loyalty third from last.
As well as surveying overall customer loyalty in the industry, the study, which was commissioned by Plastic Card Services, also examined the impact of loyalty cards on the population. Although more than 5% said they viewed air miles as the most valuable reward on offer fewer than 2% of the public frequently uses airline loyalty cards. Hotels fared even worse in the report, with less than 1% of people saying that they frequently used hotel loyalty cards.
However, the report also shows that nearly 70% of the adult population feels more loyal to a brand when they own a loyalty card.
Rob Nichols, managing director of Plastic Card Services, said: “As times are financially tough, holidays are often one of the areas where consumers are looking to cut costs. Loyalty cards can be a great way to provide repeat customers with better value for money, while keeping the brand on their mind.
“The figures show that the travel industry has some way to go in driving loyalty, and although points are usually used for lower value purchases, it is clear that earning air miles carries a sense of value for consumers, showing that there is room for improvement.”