Just one in five consumers feels rewarded for their loyalty to travel brands, new research reveals.
Travel companies are failing to personalise the customer experience – with 61% of consumers saying they ignore the majority of communications from travel providers because they are not relevant or personalised.
Only 27% of consumers say they receive offers or loyalty initiatives that are personalised to their interests or preferences. Half said they receive offers that they would never use.
The findings support a study, conducted by Forrester Consulting, which surveyed decision makers at travel brands with revenues exceeding $300 million, revealing that 64% of travel companies fail to understand their customers or why they are loyal to their brand.
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