With strong, positive consumer sentiment towards travel, brands have a unique opportunity to leverage travel as a key competitive advantage.
Including travel experiences in loyalty propositions enables brands to build strong relationships with their most valued customers; differentiate from competition; and deliver measurable business impact.
At the recent Asia Pacific Loyalty Conference 2024, held in QT Resort in Gold Coast Australia, Rohan Bhalla, Collinson International’s Vice President, Business Solutions, Asia Pacific delivered a keynote presentation on the topic – The Power of Travel: Influence of Travel-related Rewards and Benefits on Consumer Loyalty.
Key takeaways from the session included:
- There has been an uptick in travel. According to Collinson International’s research, consumers in Australia are making 5 – 6 trips per year on average; approximately
3 – 4 are domestic trips, and 1 – 2 international trips.
- Collinson International’s Asia Pacific consumer insights report – The New Rules of
Engagement: Customer Expectations Revealed, reveals the significant value that consumers in Asia Pacific place on travel-related benefits and rewards, and demonstrates the power these benefits and rewards have in driving acquisition, retention and usage. 93% of consumers in Asia Pacific shared that the availability of travel-related rewards encourages them to engage regularly with a brand. 92% said they encourage usage of both travel and everyday spend.
- The top travel-related rewards and benefits that consumers in Asia Pacific prefer are access to airport lounges, fast track through security, and airport transfers.
- To harness the power and influence of travel, brands can build a travel playbook to engage and build life-long loyalty with their most valued customers. Three key components to building an effective travel playbook include having specific business KPIs; developing a core value proposition; and creating scale through data, technology and programme execution.
Learn more about building your travel playbook here.
