4 Charts Showing Millennials’ Thoughts on Loyalty and Direct Booking
Photo Credit: A traveler taking photos at the 1 World Trade Center Observatory in New York City. Skift / Dan Peltier
Skift Take
Loyalty isn't necessarily a dying breed among millennials if a brand knows how to make a program appealing to their spending and lifestyle habits outside of travel. That means doubling down on experiences and diversifying how points are earned.
The assumption that millennials have less brand loyalty than previous generations has made the rounds with travel marketers and certainly has credence. But what's more enlightening is how they conceive and approach loyalty differently from older travelers.
That's one of the top takeaways from a survey from Adara, a travel data company, which surveyed 3,000 travelers for their booking and loyalty behaviors earlier this year. About half of the survey sample was made up of millennials ages 18 to 34 and the rest were travelers ages 35 and older. Travelers were surveyed online in the U.S., UK, France, Australia, Hong Kong, and Singapore and had taken at least three or more trips during the past year.
Adara found that, among millennials, general travel comparison sites such as Google and booking sites are most commonly used for b
