The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Fickle Aussies harder to turn into loyal customers

Fickle Aussies harder to turn into loyal customers | The Insight Files | Scoop.it

According to the latest Roy Morgan Research, 4.23 million Australians 14+ (22%) visit one or more of airline websites in an average four weeks, including Qantas (2.73m), Jetstar (1.93m), Virgin Australia (1.87m) and Tiger (572,000). Despite all the flight comparison websites available, from 55% to 81% of these airline’s website visitors also compare directly with the alternatives. The research revealed visitors to the Qantas website are most loyal: 45% aren’t going to any of the other three airlines’ sites during the same four-week period as clicking on Qantas. 28% will check out one other airline’s website, 19% will also go to two of the other three, and the remaining 8% visit all four. Find out more.

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Loyalty in travel isn’t dead - it's evolving and it's personal

Loyalty in travel isn’t dead - it's evolving and it's personal | The Insight Files | Scoop.it

Loyalty used to be simple - a guest stays, they get points, you give them a room upgrade or a free breakfast. Not any more, says Revinate. Guest expectations are changing and generic loyalty perks are no longer enough to impress and retain your best customers. Of the 238 million US companies who are members of a hotel loyalty brand, only 44% are considered active members, according to Sabre's report, 'Traveller Loyalty and the Modern Brand.' 50% of a loyalty program member's annual spend is not with his or her preferred brand, and 30% of members are at risk of switching programs entirely. It's not that the idea of loyalty programs is dead - more than 83% of loyalty program members believe they should be rewarded for loyalty - it's that the experience falls short. 71% say they receive irrelevant perks from their preferred brands. So the problem isn't that consumers are disenchanted with the concept of loyalty, but that consumer expectations have changed. Hotels need to rethink what loyalty means to the modern-day traveller. Click here for more information.

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DTS000's curator insight, March 12, 2015 1:21 PM

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