Australian travellers strongly involved in retail, FFP programmes: Mastercard

    Mastercard, via a report entitled ‘Achieving Advocacy and Influence in a Changing Loyalty Landscape’, stated (Feb-2018) 79% of respondents in Australia were members of retail programmes, compared to 43% who are members of a financial institution programme. Key programmes include flybuys, Woolworths Rewards and Qantas Frequent Flyer, with 31%, 18% and 9% of participants considering them to be their most important loyalty programmes respectively. Travel is the main motivation behind belonging to these programmes, with 79% of Australian respondents nominating frequent flyer points as their preferred reward. This was closely followed by reward points other than airline miles (68%) and discounts (61%). The report noted: “Australia remains a heavily points centric market where consumers are more willing to accumulate points and wait for their reward to be obtained. This preference for points remains despite consumer recognition of programme devaluation over recent years”. [more – original PR]