SmarterHQ finds loyalty programmes have small impact on influencing passenger decision for next trip

    SmarterHQ released (25-Sep-2019) a consumer survey which found loyalty programmes have a small impact in influencing passengers’ decision for their next trip. According to the 706 survey respondents, Marriott ranked the highest for consumer loyalty out of 18 other travel and hospitality companies, followed by Hilton and Southwest Airlines. SmarterHQ found 39% of consumers commence their search with Google Travel tools, while only 10% book through Google. 40% of the survey respondents booked directly on an individual brand’s website, while 26% of consumers commenced their search on brand websites. Additionally, the report found 64% of consumers enrolled in an airline programme are also part of a hotel programme. [more – original PR]