2017欧洲旅游忠诚度报告（英文版）_29页-1mb

European Business Traveler Loyalty Report Summary (2017)

Core Content

This report provides an in-depth analysis of the preferences and habits of European business travelers, focusing on their use of hotel loyalty programs across Spain, France, the UK, Italy, and Germany. Conducted by Wanup in partnership with Alpha Research, the study surveyed 6,000 frequent travelers aged 25–55, who had traveled for business at least six times and stayed in a hotel at least three times in the past year.

Main Findings

1. Loyalty Programme Participation

• 62% of business travelers are members of a hotel loyalty club.
• 44.6% belong to 2 programs, and 29.5% to 1 program.
• 25.9% are members of 3 or more loyalty programs.
• 38% are not part of a loyalty club, with the main reasons being:
  • Lack of hotel variety (38%)
  • Difficulty redeeming rewards (29.4%)
  • Not knowing what a loyalty club is (17.8%)

2. Loyalty Programme Satisfaction

• 54.4% are satisfied with loyalty programs from large hotel chains.
• 69.4% are satisfied with loyalty programs from online travel agencies.
• 61.8% are satisfied with hotel alliances.
• 45% are not fully satisfied with their primary loyalty program.

3. Motivators for Joining a Loyalty Club

• 79% would join a loyalty club if offered a cash incentive.
• 53% would join if referred by a friend.
• 34.7% would join if the hotel recommends it.
• 45.1% would join for free breakfast.
• 44.3% would join for a voucher for their next booking.
• 77.9% prefer experiences that reflect their lifestyle or hobbies over points or miles.

4. Demographics of Respondents

• 62% Men, 38% Women
• 49% Millennials (1980–2000)
• 51% Generation X (1960–1980)
• 42.6% of respondents are middle management or technical professionals
• 14% are senior management
• 14% are top executives or business owners

5. Booking Behavior

• 6 out of 10 business travelers book their hotel directly.
• 41.1% of respondents have decision-making power over their booking.
• 31.1% have no company restrictions.
• 72.5% in France and 72% in the UK are obliged to follow company policy.
• Maximum price per stay is the main restriction for 38.5% of respondents.

6. Accommodation Preferences

• Hotel chains are the most preferred for business travel (64.8% in Spain, 54.4% in the UK).
• Independent or boutique hotels are preferred for leisure in Italy (42.6%).
• 42.6% of Italian respondents choose independent or boutique hotels for business travel.
• 75% of respondents have stayed in a hotel 6–10 times in the last year.
• 25% have stayed in a hotel 10+ times.

7. Use of Digital Tools

• 70% use their phones to book transport through an app.
• 63% organize their trips via an app.
• 68% leave comments or ratings online.
• 60% share their travel experiences on social networks.

8. Digital Influence on Travel Decisions

• 57.7% place great importance on hotel reviews, photos, and ratings.
• The highest percentage of importance is found in Italy and Spain (over 60%).

9. Loyalty Program Challenges

• 30% have had difficulty redeeming rewards.
• 73.6% have had issues with points expiring.
• 71.5% have had problems with waiting too long for enough points.
• 64.1% have had issues with not being able to use points on certain dates.
• 48% have had problems with disliked rewards.
• Germany, the UK, and France experienced the most difficulties.

10. Generation Differences

• Millennials (64%) are more likely to be part of a loyalty club than Generation X (60%).
• Generation X are more likely to be part of more than 3 loyalty programs (13.1%) compared to 7.8% of millennials.
• Millennials prefer free breakfast or Wi-Fi as incentives, while Generation X prefer vouchers.

Key Insights

• Hotel loyalty programs are gaining traction in Europe, but not as much as in the US.
• Proximity to meetings and central location are the top priorities for choosing a hotel.
• Personalized experiences and immediate rewards are more valued than traditional points or miles.
• Digital engagement is significant, with high use of apps and online reviews.
• Cash incentives and friend recommendations are the main motivators for joining loyalty programs.
• Millennials and Generation X have similar preferences, but Generation X shows more loyalty to multiple programs.

Conclusions

The report highlights that European business travelers are increasingly looking for personalized and experiential rewards rather than traditional loyalty points. While hotel chains dominate in business travel, independent hotels are preferred for leisure. The digital landscape plays a crucial role in shaping travel decisions, and company policies significantly influence booking behavior. Cash incentives and friend recommendations are the most effective in encouraging loyalty program membership.