Collinson Latitude has released a free guide to help travel professionals understand the needs of today’s loyalty programme users.
The new eBook, which is free to download, claims to reveal the attitudes of airline and hotel loyalty scheme members towards digital technology, as well as insights into how members want to be engaging with loyalty programmes.
The study highlights the increasingly important role of digital technology for programme managers – the vast majority (90%) of airline and hotel loyalty programme members admit they prefer interacting with airline and hotel loyalty programmes online or through an app.
The study, entitled Loyalty Commerce in a Digital Age, also reveals the importance of loyalty programme managers remaining at the forefront of digital technology, in order for such programmes to be viewed positively by members.
Seventy eight per cent of airline loyalty programme members and three quarters of hotel loyalty programme members favour brands that are early adopters of new technology.
The study also claims to shed light on the potential of social media, with 42% and 41% of airline and hotel loyalty programme members admitting to buying a product or service which was promoted to them via social media.