‘Loyalty Stickiness’ Index Shows Big Leaks: Why Your Travelers Stray

Key Points

• The Skift Research Loyalty Stickiness Index reveals significant gaps in traveler loyalty, with airlines scoring 62–66 and hotels averaging only 53 out of 100.
• Travelers primarily stray from loyalty programs due to convenience factors like flight schedules or hotel locations, not because of price or better perks elsewhere.
• Loyalty must shift from points and tiers to offering real-time, relevant value, requiring better personalization, integrated experiences, and technological innovation.

Summary

A recent Skift Research report shows that traveler loyalty to airlines and hotels is much weaker than many brands expect, as measured by a new Loyalty Stickiness Index. Convenience factors—such as better schedules or locations—matter more to travelers than price or rewards, signaling that traditional points-based loyalty programs are increasingly irrelevant. To retain customers, travel companies need to deliver personalized, timely benefits that match individual trip needs, leveraging technology and shifting their approach from static rewards to dynamic, integrated experiences.