Wanup-2017欧洲旅游忠诚度报告（英文版）-2017-29页

European Business Traveler Loyalty Report Summary (2017)

Core Content

This report presents the findings of the first European study on the preferences of business travelers regarding hotel loyalty programmes, conducted by Wanup in partnership with Alpha Research. It analyzes the habits and expectations of 6,000 frequent business travelers across the UK, Germany, France, Italy, and Spain, focusing on their loyalty programme usage, motivations, and the types of rewards they value.

Main Points

• Loyalty Programme Membership:

  • 62% of business travelers are part of a loyalty club.
  • 44.6% belong to 2 programmes, 29.5% to 1 programme, and 25.9% to 3 or more.
  • 51% of respondents are from Generation X, while 49% are millennials.
  • British and French travelers are most likely to belong to loyalty clubs.
  • Spanish travelers are least likely to be part of a loyalty programme, with only 35.8% belonging to one.

• Loyalty Programme Satisfaction:

  • 69.4% of respondents are satisfied with programmes from online travel agencies.
  • 61.8% are satisfied with hotel alliances, and 54.4% with large hotel chains.
  • 45% are not fully satisfied with their primary programme.

• Reasons for Not Joining a Loyalty Club:

  • 38% of respondents are not part of a loyalty programme.
  • Main reasons include lack of hotel variety (38%) and difficulty in redeeming rewards (29.4%).
  • 17.8% don't know what a loyalty club is or find them hard to understand.
  • In Spain, lack of variety is the main motive, while in the UK, difficulty in redeeming rewards is the most important.

• Incentives to Join a Loyalty Club:

  • 80% of non-members would sign up for a cash incentive.
  • 52.8% would join if referred by a friend.
  • 34.7% would join if the hotel reception recommends it.
  • 45.1% would sign up for free breakfast, and 44.3% for a voucher for their next booking.
  • Millennials prefer free breakfast or Wi-Fi, while Generation X prefers vouchers.

• Preferred Rewards:

  • 77.9% of travelers prefer experiences that reflect their lifestyle or hobbies over traditional rewards like points or miles.
  • 78% of travelers would prefer a club that rewards them with experiences rather than points or miles.
  • Free breakfast (49%) and free Wi-Fi (39%) are the most valued perks.

• Accommodation Preferences:

  • Hotel chains are the most preferred for business travel, with 64.8% of Spanish travelers choosing them.
  • Independent or boutique hotels are preferred for leisure travel, especially in Italy.
  • 76% of travelers choose hotel chains for business trips, with 75% of them traveling 6 to 10 times a year.

• Factors Influencing Hotel Choice:

  • Proximity to meeting locations is the most important factor, with 7.7 out of 10 importance.
  • Being central to the city is the second most important, and being part of a known hotel chain is third.
  • 57.7% of respondents consider online reviews, photos, and ratings when booking.

• Digital Habits:

  • 70% of travelers use their phones to book transport and organize trips via apps.
  • 68% leave comments or ratings online.
  • 60% share their travel experiences on social networks.

• Demographics:

  • 62% of respondents are men, 38% are women.
  • 75% have traveled 6 to 10 times in the last 12 months.
  • 42% are middle management and technical professionals, 15% are senior management, and 14% are top executives or business owners.

• Challenges with Loyalty Programmes:

  • 30% of respondents have had difficulty redeeming rewards.
  • Main issues include points expiring (73.6%), waiting too long for enough points (71.5%), and inability to use them on certain dates (64.1%).
  • Germany, the UK, and France experienced the most difficulties.

• Expectations for the Future:

  • Business travelers want personalized services through push notifications.
  • 70% would share their consumer habits for personalized services.
  • They like to pack in non-work experiences and prefer cultural experiences, best restaurants, and sports.

Key Takeaways

• Loyalty Programmes:

  • They are important to European business travelers, but not as embedded in their culture as in the US.
  • The majority prefer experiences over points or miles.

• Digital Influence:

  • Digital platforms play a crucial role in the decision-making process, with online reviews, photos, and ratings being highly valued.

• Personalization and Convenience:

  • Business travelers want hotels that cater to their specific needs and provide convenience.
  • Personalized services through digital channels are a key expectation.

• Demographics and Preferences:

  • Millennials and Generation X have similar preferences, but millennials are more likely to be part of loyalty clubs.
  • There is a growing demand for unique and lifestyle-based experiences.

• Recommendations:

  • Loyalty programmes should focus on providing immediate and personalized rewards.
  • Hotels should offer more variety and ensure that rewards are easy to redeem.