China Loyalty Programmes in Travelling Market Report
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Providing the most comprehensive and up-to-date information and analysis of the Loyalty Programmes in Travelling market, and the behaviours, preferences and habits of the consumer.
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Covered in this report
For the purposes of this report, Mintel uses the terms “frequent travel programmes” and “travel loyalty programmes” interchangeably and defines them as programmes through which members accrue rewards for travel with participating providers and redeem these for future benefits. Programmes considered include:
- Hotel loyalty rewards programmes
- Airline frequent flyer programmes
- Car rental rewards programmes
- OTA (Online Travel Agency) rewards programmes
Credit card rewards programmes, where points accrued can be redeemed for travel rewards, are not included in the terms but may also be discussed in this report.
Key points included
- Travel loyalty programme members are deal hunters at heart
- Use data to personalise rewards and services for members
- Tackle the privacy issue carefully
What you need to know
A travel loyalty programme is no longer a novelty to Chinese consumers, as they travel more and more frequently and seek better travel experiences. Travel loyalty programmes are considered to be helpful in making travel more comfortable and reducing costs. Financial benefits (eg discounts, points and rewards) are more persuasive factors that drive consumers to join travel loyalty programmes, but consumers’ favour and trust of the brand are also key for programmes to expand membership.
Expert analysis from a specialist in the field
Written by Alice Li, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Loyalty is more important than ever now in the travel market, as consumers are provided with increasingly diversified travel options, from home rental to car sharing, and price-hunting tools at their disposal. Travel loyalty programmes can’t count on the points to keep their members stay with them in the long term; instead, the ability to understand and forecast consumer preference and offer personalised benefits is key to differentiate themselves from the competition.
Senior Travel Analyst
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