London (PRWEB UK) 17 October 2013
Americans and Canadians are the world’s most active users of airline loyalty programmes, redeeming their collected points on free flights and hotel rooms twice as frequently as those from other countries, according to a new global study of almost 4,000 frequent flyers.
The study, conducted by ancillary revenue experts Collinson Latitude, found that over the last five years, North American flyers have redeemed their loyalty programme points for flights on an average of 4.7 occasions compared with 2.8 for UK residents and 3.9 for Europeans.
Similar pictures emerge on redemptions for flight upgrades and free hotel rooms. North Americans have redeemed their points on flight upgrades 4.5 times and hotel rooms 4.7 times. By contrast, British flyers have redeemed just 2 and 2.7 times respectively.
North Americans are also the keenest to redeem their points for car rental hire, but when it comes to items like holidays, days out and digital downloads, the picture globally is much more balanced.
Flyers from the Middle East and Africa are the most likely to redeem their points for raffle tickets and to donate to a charitable cause.
Dan Martin, Commercial Product Manager for Collinson Latitude, said: “This study shows just how active North American fliers are in using these loyalty programmes, partly because they fly so much and partly because of their strong ‘value-for-money’ culture. It also highlights the extreme global diversity in what people from different parts of the world prefer to spend their money on. Many of us like to think of Europeans and Americans as being very charitable, but it’s the Middle East and Africa coming out strongest in terms of donating their airline loyalty points.”
The study also found that:
- Flights and hotel rooms are the most prized rewards offered by airline loyalty programmes.
- The majority of fliers want to redeem their points online.
- The vast majority of flyers (76 %) would rather redeem their points against a range of reward items than exchange them for cash at a lower exchange rate.
Mr Martin continued: “Successful programmes demonstrate that extending depth and breadth of rewards does drive engagement and as a result programme participation and profitability.”
The study of 3,920 frequent flyers was conducted by Collinson Latitude online during July.
Notes to Editors:
Collinson Latitude is a leading technology provider of products that deliver enhancements for reward and loyalty programmes and incremental revenues for brands.