Millennials’ Thoughts on Loyalty and Direct Booking

Adara, a travel data company, surveyed 3,000 travelers for their booking and loyalty behaviors. About half of the respondents aged between 18 to 34 while the rest of them were above 35. Data collection took place online and included travelers from U.S., UK, France, Australia, Hong Kong, and Singapore.

As Elizabeth Harz, CMO and president of media for Adara pointed out, around 87% of the millennial respondents have often served as travel influencers for their friends and family. That an interesting take on millennials’ behavior and speculates that brands should keep in mind that when talking to millennials, they talk to their friends and family as well, as the first can provide booking assistance for their close ones.

Regarding loyalty programs and their correlation to direct booking, more than 60% of millennials responded that they would consider joining a program and that the cost of it is not necessarily the core factor to influence their booking decision.

The charts below give more information about millennials’ decisions and thoughts when it comes to booking and loyalty programs.

 

 

 

 

 

Source: Adara