Consumer Traveler Loyalty 2025

We’re done with rigid definitions of loyalty

Nobody wants to lose business because they couldn’t crack new ways to incentivize repeat bookings. But for infrequent purchases like travel, who defines loyalty, anyhow? Is it about points? A membership? A broader connection to a brand?

We are looking to travelers to understand how they qualify loyal consumer behavior – and brands being loyal towards them.

The study will harness both behavioral and psychological insights to understand:

• How travelers choose preferred brands
• What makes a program or incentive attractive
• What keeps travelers coming back for more
• Why some travelers have embraced loyal behaviors while others show far less consistency

Strategic implications

Whether you use research to inform marketing, strategy, or products themselves, the loyalty study will include actionable insights for the road forward.

Findings can inform:

• Strategies to incentivize more brand consideration, bookings, and higher spend.
• Understand differences on how to target and appeal to different segments
• Opportunities to acquire new customers or turn infrequent ones into loyal spenders
• Avenues for most effective brand positioning and communications

Research Objectives

This study explores how travelers define loyalty, engage with programs, and what drives long-term commitment. Insights will also provide key differences between segments such as high spenders or frequent travelers.

Behavioral factors:

• Current program memberships (including providers such as hotels/airlines and other programs such as OTAs and credit cards)
• Frequency of travel and engagement with preferred brands
• Redemption history
• Historical incentives for encouraging program membership or engagement
• Effects of loyalty programs on booking patterns
• Differences in loyalty behaviors by travel components (e.g., air vs. tours and activities)

Emotional factors:

• Traveler perceptions of what constitutes loyal behavior
• Background of what makes preferred brands and establishes trust and consistency
• Reasons for deviating from preferred brands or providers
• Brand moves that can engender more loyal connections
• How loyalty programs can address traveler need for novelty and change in trip experiences

Key Questions to be Addressed

For Travelers: Understanding Loyalty Behaviors & Motivations

Defining loyalty in travel:

• What makes a travel brand a “go-to” choice
• How do travelers define loyalty in an industry where purchases are infrequent?
• What types of practical incentives motivate brand consistently? Higher spend?
• What types of emotional or relationship factors help with this?

Earning & burning: Loyalty program engagement:

• What travel loyalty programs are travelers a member of, and which do they actively use?
• How often do travelers earn and redeem points?
• How do they decide when to redeem? What types of trip occasions are best for redeeming?
• Do travelers use credit card points, travel portals, or other third-party platforms to maximize rewards?
• What resources do travelers use to research best ways to accumulate or use points? How much time have they invested in this?

Booking & brand preferences:

• What platforms do travelers use to shop for travel options? To book?
• What motivates travelers to experiment with new brands?
• How does this differ across travel categories (e.g., flights, hotels, car rentals, vacation rentals)?
• Do travelers prioritize consistency with travel brands, or prefer new and novel experiences?

The role of recognition & personalization:

• What makes travelers feel valued by a loyalty program?
• How do expectations of loyalty programs differ when visiting new destinations vs. repeat trips?

Loyalty beyond travel:

• How does travel loyalty compare to loyalty in other industries (retail, dining, banking, etc.)?
• Do travelers expect similar rewards and recognition across different types of loyalty programs?

Click here for full sponsor benefits. Or contact us at sales@phocuswright.com

Learn more about Phocuswright Special Projects:

Sponsorship levels & deliverables »

Add-on options »

Project timeline »

Design Your Own Sponsorship Package

Let us create the sponsorship package that's right for your company.

Contact our team today: +1 860 350-4084 x501
Email us: sales@phocuswright.com