That contrasts with a previous survey and report released by arrivia in mid-2021, which found a greater degree of hesitancy to travel by air amid pandemic concerns. The conclusion? The travel rebound has arrived.
Value is still key, as are loyalty programs
The new survey reveals that consumers aren't booking big-ticket vacation packages without careful consideration, even after the pandemic-driven travel pause. Price is still the top concern for prospective travelers, indicating that the eagerness to travel doesn't trump their need for value. U.S. travelers are planning "bang-for-your-buck" trips to realize that value, but they're also using points, miles, and rewards from their loyalty programs to reduce or offset some of the cost of travel.
"After many canceled vacations and months spent at home, consumers are mindful of planning their trips in 2022," said Jeff Zotara, arrivia Chief Marketing Officer. "They want it to be special, but they also want value for money. That's why many travelers are turning to their loyalty programs as they plan, looking for rewards or upgrades that will let them save on their trip cost without cutting back on comfort or enjoyment."
The Consumers' Take on Travel report builds on survey findings to guide consumer-facing businesses with loyalty or customer engagement programs. As the survey data indicates a significant prioritization of value during a consumer's trip planning process, loyalty programs should make more high-value travel options available to members and customers.
As many businesses – not just travel companies – hope to capitalize on the travel rebound, tailoring their loyalty and engagement strategies to consumers' stated preferences for value and a broad range of travel options becomes a competitive advantage.
Other findings from the survey include:
- 80% of consumers plan on traveling more (30%) or about the same (50%) as they did in 2021
- 80% of consumers who plan to travel in 2022 are planning leisure trips
- 49% of consumers put a premium on the ability to redeem points when traveling
- 38% of consumers feel "completely" or "very" comfortable about health and safety protocols when traveling (as at the time of the survey)
Two key takeaways from the survey are that Americans are ready and willing to travel again and that value remains a chief consideration during consumers' planning processes. Not to be overlooked, however, is the importance of loyalty programs are to that process, especially among younger generations.
With large segments of consumers consulting loyalty programs much earlier in the trip planning process, companies should strive to make their programs' earning and redemption structures easy to navigate and offer more high-value and inspirational travel options that include cruises and member-exclusive resorts.
"That's how companies can make the most of the travel rebound for customers and their bottom lines," added Zotara.
Tags: arrivia
