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Loyalty Programmes in Travelling - China - December 2018

“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.”

- Alice Li, Senior Research Analyst

This report will look at the following areas:

  • Travel loyalty programme members are deal hunters at heart
  • Use data to personalise rewards and services for members
  • Tackle the privacy issue carefully

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The consumer
              • Leisure travel is a universally common activity
                • Figure 1: Travel frequency in the last 12 months, by travel type, September 2018
              • OTA programmes achieved the largest membership
                • Figure 2: Travel loyalty programmes enrolment, September 2018
              • Members sign up for long-term financial benefits
                • Figure 3: Reasons for joining travel loyalty programmes, September 2018
              • A variety of rewards options are welcomed
                • Figure 4: Desired and redeemed rewards from travel loyalty programmes, September 2018
              • Concerns over information privacy put consumers off
                • Figure 5: Reasons for not joining travel loyalty programmes, September 2018
              • Three groups of consumers
                • Figure 6: Consumer segmentation based on their attitudes towards travel loyalty programmes, September 2018
              • What we think
              • Issues and Insights

                • Travel loyalty programme members are deal hunters at heart
                  • The facts
                    • The implications
                      • Figure 7: Status match of Hilton Honors, global, 2018
                    • Use data to personalise rewards and services for members
                      • The facts
                        • The implications
                          • Figure 8: Example of Seeker by Le Club AccorHotels, global, 2018
                        • Tackle the privacy issue carefully
                          • The facts
                            • The implications
                            • Key Market Milestones in Airline

                              • China Airlines takes the lead in frequent flyer membership
                                • Figure 9: Frequent flyer programme membership of the top three airlines, China, 2013-17
                              • Pressure on direct booking drives airlines to improve distribution and CRM
                                • HSR adds pressure on airline’s service upgrades
                                • Key Market Milestones in Accommodation

                                  • Hotels treat OTA as a friend, rather than a foe
                                    • Figure 10: Marriott’s family-centred travel package on Fliggy, China, 2018
                                  • Non-standard accommodation is catching up with loyalty programmes
                                    • Combining loyalty programmes is a crucial part of M&A
                                      • Retailers and lifestyle brands enter the accommodation space
                                        • Figure 11: Example of consumer experience at Moxy Hotels, global, 2018
                                    • Key Market Milestones in OTA

                                      • Business model transforms from traffic-driven to member-driven
                                        • Venture into hotel management builds Ctrip another moat
                                          • Meituan Travel rises to be a strong partner to airlines and hotels
                                          • The Consumer – What You Need to Know

                                            • Travel loyalty programme is nothing novel due to frequent travel
                                              • Financial benefits play the most important role
                                                • Information privacy is a real issue
                                                • Travel Frequency

                                                  • Over nine in 10 have travelled in the past year
                                                    • Figure 12: Travel frequency in the last 12 months, by travel type, September 2018
                                                  • 25-39s take most business trips, while leisure travel is universal across age groups
                                                    • Figure 13: Business travel frequency in the last 12 months, by age, September 2018
                                                    • Figure 14: Leisure travel frequency in the last 12 months, by age, September 2018
                                                  • Business travellers have higher needs for leisure travel
                                                    • Figure 15: Leisure travel frequency in the last 12 months, by business travel frequency, September 2018
                                                • Travel Loyalty Programmes Enrolment

                                                  • OTA programmes have gained the most popularity
                                                    • Figure 16: Travel loyalty programmes enrolment, September 2018
                                                  • OTA alone is not satisfying enough
                                                    • Figure 17: Travel loyalty programme enrolment, by travel frequency, September 2018
                                                  • Over-30s are important targets of hotel and airline programmes
                                                    • Figure 18: Travel loyalty programme enrolment, by age, September 2018
                                                  • Southern consumers go for OTA, while Easterners are more likely to join airline programmes
                                                    • Figure 19: Travel loyalty programme enrolment, by region, September 2018
                                                • Reasons for Joining Travel Loyalty Programmes

                                                  • Tangible, long-term benefits attract more members
                                                    • Figure 20: Reasons for joining travel loyalty programmes, September 2018
                                                  • Favour and trust of the brand is the key differentiator
                                                    • Figure 21: Reasons for joining travel loyalty programmes – TURF analysis, September 2018
                                                  • Younger members want to augment their travels
                                                    • Figure 22: Reasons for joining travel loyalty programmes, by age, September 2018
                                                  • Services drive frequent leisure travellers
                                                    • Figure 23: Reasons for joining travel loyalty programmes, by leisure travel frequency, September 2018
                                                  • OTA programmes are weak in providing value-added services to members
                                                    • Figure 24: Reasons for joining travel loyalty programmes, by programme enrolment, September 2018
                                                • Desired Rewards from Travel Loyalty Programmes

                                                  • Cash back/gift cards/vouchers most common, but interests span broadly
                                                    • Figure 25: Desired and redeemed rewards from travel loyalty programmes, September 2018
                                                    • Figure 26: Marriott/SPG moments, global, 2018
                                                  • Members want the same rewards regardless of programme type
                                                    • Figure 27: Redeemed rewards from travel loyalty programmes, by programme enrolment, September 2018
                                                  • Men are rewarded more discount/free travels
                                                    • Figure 28: Redeemed rewards from travel loyalty programmes, by gender, September 2018
                                                • Attitudes towards Travel Loyalty Programmes

                                                  • The majority find travel loyalty programmes useful
                                                    • Figure 29: Attitudes towards travel loyalty programmes, September 2018
                                                  • The desire to chase the best deal makes loyalty hard to build
                                                    • Figure 30: Attitudes towards travel loyalty programmes – any agree, by monthly personal income, September 2018
                                                • Barriers to Joining Travel Loyalty Programmes

                                                  • Privacy concerns and programme complexity deter membership
                                                    • Figure 31: Reasons for not joining travel loyalty programmes, September 2018
                                                    • Figure 32: Barriers for joining travel loyalty programmes – TURF analysis, September 2018
                                                  • High earners don’t stick to one brand
                                                    • Figure 33: Reasons for not joining travel loyalty programmes, by monthly personal income, September 2018
                                                  • Men express more concerns, while women are not engaged well
                                                    • Figure 34: Reasons for not joining travel loyalty programmes, by gender, September 2018
                                                • Consumer Segmentation

                                                  • Three groups of travel loyalty programme members
                                                    • Figure 35: Consumer segmentation based on their attitudes towards travel loyalty programmes, September 2018
                                                  • Programme Advocates
                                                    • Demographics
                                                      • Characteristics
                                                          • Figure 36: Redeemed rewards from travel loyalty programmes, by consumer segmentation, September 2018
                                                          • Figure 37: Attitudes towards travel loyalty programmes – any agree, by consumer segmentation, September 2018
                                                        • Opportunity
                                                          • Exclusive Participants
                                                            • Demographics
                                                              • Characteristics
                                                                  • Figure 38: Reasons for joining travel loyalty programmes, by consumer segmentation, September 2018
                                                                  • Figure 39: Redeemed rewards from travel loyalty programmes, by consumer segmentation, September 2018
                                                                • Opportunity
                                                                  • Deal Seekers
                                                                    • Demographics
                                                                      • Characteristics
                                                                          • Figure 40: Travel loyalty programme enrolment, by consumer segmentation, September 2018
                                                                          • Figure 41: Attitudes towards travel loyalty programmes – any agree, by consumer segmentation, September 2018
                                                                        • Opportunity
                                                                        • Meet the Mintropolitans

                                                                          • Older Mintropolitans are worth more attention
                                                                            • Figure 42: Travel loyalty programmes enrolment, by consumer classification and age, September 2018
                                                                          • Mintropolitans value exclusivity
                                                                            • Figure 43: Attitudes towards travel loyalty programmes – any agree, by consumer classification, September 2018
                                                                            • Figure 44: Reasons for joining travel loyalty programmes, by consumer classification, September 2018
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Abbreviations

                                                                            Loyalty Programmes in Travelling - China - December 2018

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