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Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.
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.
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: