Loyalty and Trust in Travel Markets - UK - June 2015
“The P2P phenomenon is disrupting traditional vertical bonds of influence and trust between brands and consumers, creating new lateral bonds between consumers and their peers, whether via other travellers on sites such as TripAdvisor or Virtual Tourist, or via local residents offering expertise and services within the destinations visited. P2P is not entirely displacing more traditional forms of ‘brand authority’, but brands need to engage with and integrate this ‘people power’.”
– John Worthington, Senior Analys
- Who are the most brand-loyal travellers?
- Where next for loyalty schemes?
- How can travel brands influence consumers and gain trust?
The traditional lexicon of loyalty appears increasingly out of date. Rather than customers having to ‘earn’ travel rewards, the emphasis will need to change in future towards successful brands winning repeat business by consistency of service, a more personalised response and the creation of lasting emotional ties.
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