Research Shows Gap Between Rising Corporate Loyalty Investment and Consumer Expectations
A new study by travel technology company arrivia reveals a significant disconnect in the U.S. loyalty market: while 90% of consumers express brand loyalty, only 32% feel their rewards programs meet expectations. In response, 86% of business decision-makers plan to increase spending on loyalty budgets, specifically targeting travel benefits, engagement technology, and AI-enabled tools over the next two years. Consumers are increasingly seeking lifestyle-aligned incentives, with a strong preference for travel and vacation benefits over simple cash discounts. Specifically, 66% of consumers value travel rewards more than points or cash. The research highlights missed opportunities in sectors like financial services and insurance, where high consumer interest in cruises is not being met by current program offerings due to supplier access barriers.
Topics: consumer behavior customer engagement loyalty programs travel technology
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