Traveler Priorities and Loyalty Program Goals in Tension Ahead of 2024, According to a New Study

A brand new report from arrivia hints at increased journey volumes, value-seeking shopper conduct and alternatives for journey loyalty packages within the new 12 months

SCOTTSDALE, Ariz., Dec. 13, 2023 /PRNewswire/ — American shoppers intend to journey extra in 2024, however that does not imply rising journey costs and the elevated price of dwelling aren’t affecting how they view journey planning and journey reward packages, in response to The Pathway to Program Income, a preview of an upcoming survey report from arrivia, a journey expertise firm that gives journey loyalty, reserving and advertising and marketing options to consumer-facing firms.

Arrivia’s complete 2024 Journey Loyalty Outlook report shall be accessible in early 2024 and can discover developments amongst manufacturers that provide journey rewards packages and the shoppers and members that use them. The report’s findings reveal challenges going through these loyalty packages and establish alternatives to draw, retain, and interact with members based mostly on altering attitudes towards loyalty, worth and journey.

The report analyzes a September 2023 survey carried out by arrivia of greater than 2,200 U.S. shoppers about their 2024 journey plans and the function of journey rewards and loyalty packages, alongside a concurrent research of over 100 loyalty decision-makers about their program methods and priorities for the upcoming 12 months. It compares shopper and enterprise views on program effectiveness and targets and examines modifications in model and traveler priorities since arrivia’s 2021 research of loyalty professionals and American shoppers.

Over two-thirds of surveyed shoppers (67%) discover value-oriented points most irritating when reserving a visit, with 42% saying they prioritized worth extra in current months. In distinction, solely 20% of the surveyed program managers view demonstrating the worth of their journey rewards as a serious problem.

“Our report findings counsel that not all manufacturers acknowledge how essential worth has develop into to the American shopper in in the present day’s financial setting,” says Jeff Zotara, arrivia Chief Advertising and marketing Officer. “To stay aggressive and seize their members’ journey {dollars}, manufacturers should establish new methods to supply that worth higher than anybody else after which be certain they clearly convey these differentiators to members.”

Journey loyalty packages shift focus from elevated membership to profitability

Whereas vacationers have elevated deal with worth, journey manufacturers have shifted priorities from general membership progress and retention to profitability, emphasizing bettering member engagement and rising incremental spending amongst program members and clients.

  • Solely 8% of manufacturers recognized buyer retention as the highest goal of their loyalty technique, in comparison with 30% in arrivia’s 2021 survey; 57% selected new member acquisition as a program objective for the 12 months forward, down from 70% in 2021.
  • The findings additionally present a notable shift in journey model targets: buyer lifetime worth and program income have gained prominence, with the significance of accelerating buyer lifetime worth rising from 16% in 2021 to 29%, and the objective of boosting whole member spending leaping from 41% to 54%.

Bridging potential disconnects by means of increasing the worth proposition

The report concludes that manufacturers can attain their engagement and profitability targets by offering strategic reductions on the preferred journey merchandise like lodge stays and increasing incomes and redemption choices to enhance their members’ expertise.

  • A profitable strategy to improve the attraction of gives and conversions is thru area of interest market choices with a robust following, like cruise journey. Cruise fanatics characterize greater than one-third of the full journey market and have particular preferences that may be catered to by means of loyalty packages and reward choices.
  • Cruises are additionally a market prime for growth; 32% of shoppers expressed fast curiosity in a cruise deal, whereas 50% would take into account the supply.

“In in the present day’s financial setting, manufacturers throughout the spectrum are beneath strain to generate extra income from clients, and the journey trade is not any exception,” added Zotara. “The obvious method for journey loyalty packages to drive extra income from present clients is by taking a member-centric method to worth – leveraging expertise – like massive knowledge, machine studying and AI – to collect knowledge and develop personalised gives that talk to member preferences.”

Arrivia’s The Pathway to Program Income preview report identifies alternatives for manufacturers to spice up income and conversions whereas deepening member relationships by addressing the significance of the worth and utility of journey rewards – together with the proper collection of reward choices mixed with the proper degree of customer support.

For extra details about the report or to talk with Jeff Zotara, Chief Advertising and marketing Officer at arrivia, please contact Vanessa Horwell at vhorwell@thinkinkpr.com or obtain The Pathway to Program Income right here.

About arrivia

For greater than 25 years, arrivia has powered journey loyalty and rewards packages for among the world’s most revered cruise, lodge, resort, and monetary manufacturers, together with American Categorical®, USAA®, and Marriott Trip Membership® by providing their clients extra worth by means of unique pricing and personalised choices that encourage journey and buyer loyalty. Arrivia’s journey privileges expertise platform offers journey loyalty, reserving, and advertising and marketing options to ship distinctive worth to clients and drive progress by means of thrilling journey rewards and member advantages. To study extra about how arrivia helps firms drive progress, incentivize gross sales, increase affinity, and reward high-value clients, go to www.arrivia.com.

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