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:

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