2017欧洲旅游忠诚度报告（英文版）_27页_1mb

European Business Traveler Loyalty Report Summary (2017)

Core Content

This report provides insights into the habits and preferences of European business travelers, focusing on their loyalty to hotel programs and the factors influencing their choice of accommodation.

Main Points

Demographics

• Gender Distribution: 62% of respondents are men, 38% are women.
• Age Groups:
  • 49% are Millennials (1980–2000)
  • 51% are Generation X (1960–1980)
• Professional Status:
  • 42.6% are Middle management and technical professionals
  • 15% are Senior management
  • 14% are Top executives or business owners
• Travel Frequency:
  • 75% of respondents travel 6–10 times a year
  • 25% travel 10+ times a year

Business Travel Habits

• Accommodation Choice:
  • Proximity to meetings is the most important factor (7.7 out of 10)
  • 49% of respondents choose hotel chains, while 33% prefer independent or boutique hotels
  • 33% of respondents choose apartments
• Booking Authority:
  • 41.1% of respondents have decision-making power over their hotel bookings
  • 31.1% are restricted by company policy
  • 28.7% of Millennials and 33.5% of Generation X have autonomy in booking decisions

Loyalty Program Participation

• Membership:
  • 62% of business travelers are part of a hotel loyalty program
  • 44.6% belong to 2 programs, 29.5% to 1 program, and 25.9% to 3 or more
• Country-wise Participation:
  • UK and France have the highest participation rates (62.2%)
  • Germany and Spain have lower participation rates
• Satisfaction:
  • 55% are not fully satisfied with their primary loyalty program
  • British travelers are the most satisfied (61.8%), while Spanish travelers are the least (54.4%)

Incentives for Joining Loyalty Clubs

• Main Incentives:
  • 36.5% value free breakfast or room upgrades
  • 24.4% prefer immediate money (cashback)
  • 77.9% prefer experiences over traditional rewards
• Motivation to Join:
  • 80% would join if offered a cash incentive
  • 52.8% would join if recommended by a friend
  • 34.7% would join if the hotel reception recommends it
  • 45.1% would join if offered free breakfast

Challenges with Loyalty Programs

• Common Issues:
  • 30% have had difficulty redeeming rewards
  • Points expiring (73.6%) and waiting too long to accumulate enough points (71.5%) are the most common problems
• Countries with Most Difficulties:
  • Germany, UK, and France report the highest difficulties

Preferences for Rewards

• Experiences:
  • 78% prefer experiences that reflect their lifestyle or hobbies
  • 22% prefer points or miles
• Top Rewards:
  • Free breakfast (45.1%)
  • Free Wi-Fi (39%)
  • Vouchers for next bookings (44.3%)

Key Insights

Traveler Profiles

• Work Hard/Play Hard (35.3%):
  • Focus on maximizing non-work experiences during short trips
  • Popular in Germany (44.9%)
• Bleisure (17.7%):
  • Add an extra weekend for leisure activities
• Status Seekers (17.6%):
  • Want special treatment and priority access
• Technology Addicts (16.9%):
  • Prefer organizing trips and work via apps
• Points Collectors (12.5%):
  • Maximize the value of their points

Digital Engagement

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

Digitalization and Loyalty

• Digital Influence:
  • 57.7% consider online reviews, photos, and ratings very important
  • 49% of respondents would join a loyalty program if the hotel knew their specific needs

Future of Loyalty Clubs

• Future Expectations:
  • 79% of non-loyalty members would join if offered a cash incentive
  • 53% would join if referred by a friend
  • 45% would join if the hotel reception recommends it

Conclusions

• European business travelers show a strong preference for hotel loyalty programs
• Millennials are more likely to join loyalty programs than Generation X
• The most valued rewards are experiences that reflect personal interests
• The ability to personalize services and the presence of digital tools are crucial for future loyalty program success
• There is a growing need for better redemption processes and more variety in hotel options to enhance loyalty program appeal