Consumers don’t rate loyalty programmes, says academic
Dr Andreas Liebrich of the Lucerne University of Applied Sciences and Arts told the World Tourism Forum in Lucerne: “People don’t like loyalty programmes.”
He said: “Maybe there are too many loyalty programmes, maybe they are too complicated for customers.”
Liebrich, an e-tourism researcher at the university’s Institute of Tourism, reported the results of a study among online travel bookers in the UK, Germany and the US.
This found only 19% in the UK “like points programmes by travel providers”, and recorded a similar result in Germany. Only in the US was the rate higher at 45%, but in all three markets a majority did not like loyalty points programmes.
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Source: Ian Taylor (2013). Consumers don’t rate loyalty programmes, says academic, travel weekly http://www.travelweekly.co.uk/staticpages/404.html?aspxerrorpath=/Articles/2013/04/22/43805/consumers+dont+rate+loyalty+programmes+says+academic.html published Apr 22, 2013. Viewed Apr 22, 2013,