The findings of Aimia’s Loyalty Lens research show that of those who said that they were a member of an airline loyalty scheme or that airlines were in their top three sectors they are most loyal to, almost a quarter (23%) of consumers say loyalty rewards have the biggest influence on their decision to choose an airline.
Only 7% of UK consumers claim airlines are in the top three categories they are loyal to, according to new research by Aimia, the data-driven marketing and loyalty analytics company.
Aimia’s Loyalty Lens research, which has monitored consumer attitudes quarterly since 2013, found that when thinking about sectors they are most loyal to, only 1% of customers chose airlines.
However, the findings show that of those who said that they were a member of an airline loyalty scheme or that airlines were in their top three sectors they are most loyal to, almost a quarter (23%) of consumers say loyalty rewards have the biggest influence on their decision to choose an airline. This is only marginally behind price reduction where just over a quarter (29%) said this was the top influencer.
Over a third of people (36%) would like airlines to reward them in loyalty currency; this was preferred over exclusive discounts (24%) and cash back (24%).
Of those who are a member, the top three most popular airline loyalty schemes in the UK are:
– British Airways – Executive Club – 50%
– Virgin Atlantic Airways – Flying Club – 31%
– Emirates Skywards Miles – 19%
Charlie Humphreys, Managing Director, Business Development EMEA at Aimia, said: “Low cost flying is now the norm, but it’s not just about a race to the bottom on price. Customers are looking for something in return for their bookings. A reward for flying and buying services from the airline is a compelling offer for many travellers. It also provides airlines with the opportunity to build more engaging and personal relationships with their customers.” The research shows many airlines have a lot of work to do in this.
Only one in five people (22%) say that the communications they receive from airlines are very relevant to their interests. This lack of tailored communication could be having a detrimental effect on customer relationships – recent research by the Aimia Institute shows seven in ten (69%) Britons are closing down accounts and subscriptions, and ‘unfriending’ companies as a result of poorly targeted communications.
Charlie Humphreys, Managing Director, Business Development EMEA at Aimia, added: “Brands that send untargeted messages to their customer base risk pushing them away. Airlines must do more to listen to their customers and ensure they only send communications that are tailored and relevant to their customers’ interests.”
The top five influencers for picking an airline
– Price reduction: 29%
– Loyalty rewards: 23%
– Ease of purchase e.g. being able to buy online: 10%
– Promotional offers such as money off coupons: 10%
– Word of mouth from friends / family: 8%
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
