Consumer Preferences for Travel Benefits
A significant majority of U.S. consumers, about 66%, express a preference for loyalty programs that include travel and vacation benefits rather than just cash, points, or discounts. This trend indicates a growing interest in travel-related rewards among consumers.
The Untapped Potential of Cruises
Cruises hold a strong appeal for many, with 69% of surveyed consumers either having a cruise booked or interested in planning one within the next three years. However, there is a disconnect; 45% of respondents noted that their loyalty programs do not provide any cruise-related benefits. This gap reveals an opportunity for loyalty programs to expand their offerings and meet consumer demand.
Improving Loyalty Programs
The research discusses ways businesses can enhance their loyalty programs by leveraging guest relationships to drive engagement and increase spending. Some actionable strategies include:
- Incorporating more relevant rewards that align with consumer interests.
- Simplifying the redemption process to encourage participation.
- Offering a broader range of travel benefits to attract members.
Such enhancements could lead not only to heightened engagement but also to a more substantial share of member spending within the loyalty ecosystem.
Research Insights
The findings stem from a study conducted by Arrivia with a sample of 2,007 U.S. adults between July 22 and July 29, 2026. Additionally, 250 decision-makers in the loyalty and rewards sector were surveyed from June 29 to July 14, 2026. These insights reveal that while consumer interest is on the rise, many programs still lag in meeting these evolving needs.
About Arrivia
Arrivia is a travel technology leader that assists membership organizations and loyalty programs in enhancing the value of their offerings through travel. With a vast network of over 50 million members and $1 billion in annual travel bookings, Arrivia connects customers with various travel solutions, including flights and cruise options. They partner with notable companies such as American Express and Marriott Vacation Club to streamline loyalty program operations.
For further details or inquiries regarding Arrivia's research, please reach out to Vanessa Horwell at [email protected].
Tag: Loyalty Programs
