COVID-19's Impact on Travel Has Shifted Consumer Loyalty Needs
LONDON, April 28, 2021 /PRNewswire/ -- Perceptions of loyalty points and miles redemptions has shifted in the wake of COVID-19. The lack of opportunity to travel since the beginning of COVID-19 is eroding the appeal of travel-related benefits from UK loyalty programmes. According to Auriemma's latest research, 76% of credit cardholders enrolled in a loyalty scheme prefer to use their loyalty rewards for non-travel benefits. Meanwhile, only 35% of programme members intend to use their points or miles for travel-related benefits in 2021.
But how has this change in behaviour been impacting loyalty programmes, and how quickly, if at all, will these patterns return to previous norms?