Loyalty programs remain deeply embedded in how travelers plan, book and experience travel, but a new 3-part research series from Phocuswright shows that heavy participation does not necessarily translate into consistent brand usage.
Instead, travelers are navigating an increasingly complex rewards economy strategically, prioritizing value, convenience and fit over long-term brand devotion.
According to Phocuswright’s latest consumer research, 84% of leisure travelers engaged in at least one loyalty “gaming” behavior in the past 12 months, underscoring how normalized optimization has become across points, miles and status programs.