The travel industry is one of the worst performing sectors for customer loyalty, according to new research.
In a recent study commissioned by Plastic Card Services, it was revealed that around two thirds of adults have little or no loyalty to airlines and over half of the population (57.4%) stated they have no allegiance to holiday destinations.
When respondents were asked to rank their loyalties to different elements in their lives, most adults placed airlines and holiday destinations at the bottom of the list, with aspects such as choice of car manufacturer, bars, and restaurants scoring more highly.
The poll also found that only 3% of UK adults regularly use airline loyalty programmes and less than one per cent exploits hotel schemes on a regular basis
"In today’s economic client, it’s critical that brands are doing all they can to create loyal customers, but it seems that the travel industry has some way to go," said Rob Nicholls, MD of Plastic Card Services.
"While predominately used for lower value purchases, loyalty cards are a great way to create brand advocates and importantly, encourage repeat custom.
"From a marketing perspective, it’s also an opportunity for organisations to get their brand in a customer’s wallet or purse, and keep it front of mind on a daily basis."
By Diane Evans
