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Survey: Most Frequent Flyers Aren’t Faithful to Just One Loyalty Program

@ElizaHannon

Aug 21, 2013 2:10 am

Skift Take

Like other recent research, these findings suggest that it takes a lot to set brands apart for service-concerned business travelers. Cultivating a strong identity with stylized lounges and brand-specific amenities may be the way to go.

— Eliza Ronalds-Hannon

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Larry Johnson  / Flickr

A recent survey found that airline loyalty programs aren't very open. Larry Johnson / Flickr


Most frequent business travelers participate in more than one airline loyalty program, according to a new survey from professional services firm Deloitte.

Seventy-two percent of Deloitte’s business flyers said they use two or more loyalty programs, while a third of them patronized more than four airlines’ members’ clubs, they said.

The survey found that travelers overall don’t highly value loyalty programs when choosing flights. The quality of those programs ranked 19th out of 26 attributes they were asked to weigh in value.

Deloitte concluded that airlines must change their strategies for courting loyalty, and suggested they focus more on “personalizing the customer experience” in order to become certain passengers’ preferred carrier.

Read more about this study from Deloitte:

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