Build loyalty that holds in 2026 | | |
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| | Loyalty isn’t just points and perks anymore. U.S. leisure travelers want value, trust and flexibility and they switch brands when price, fit or curiosity wins.
Phocuswright’s new three-part consumer research series, now available as a 3-part bundle, explores how U.S. leisure travelers define loyalty, why they switch brands and what today’s loyalty programs get right (and wrong).
What you’ll learn What travelers value most vs what loyalty programs reward Why customers stray, even from “go-to” brands How Gen Z and millennials approach consistency, variety and value Where loyalty programs drive behavior and where they fall short Implications for retention strategy and partnership strategy in 2026
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| | Explore the series and get the report bundle: | | |
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| | Beyond Points: Rethinking Loyalty and Brand Consistency in Travel
How travelers define loyalty vs how brands reward it, plus why novelty is rising, especially among Gen Z, millennials and luxury travelers.
Playing Favorites: What Makes a Go-To Brand in Travel, and Why Do Customers Stray
Who really has a “go-to” brand, what triggers switching and which segments are most open to experimentation.
Getting With the Program: Membership, Usage and Perceptions of Value for Travel Loyalty Schemes
Where programs deliver value, where they frustrate and how heavy use does (or doesn’t) translate into real loyalty.
Watch Madeline List’s research presentation on the most insightful data points and trends from the new research. | | |
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Tags: U.S. leisure travelers Phocuswright
