Millennial business travelers can be surprisingly loyal, though surpassing the high bar they set requires effort. The travel brands gaining traction with this audience use a calibrated mix of attainable, flexible rewards, ongoing guest feedback and old-fashioned hospitality to win them over. Once millennial travelers pick a preferred brand, they often spend more and tend to stick with their choice.
But because millennials are earlier in their traveling careers, many are still up for grabs. In fact, a Q1 2014 hotel loyalty survey by Deloitte found that 45% of US millennials belonged to none or just one loyalty program, suggesting an opportunity for travel loyalty marketers to do more to engage younger travelers. Read the rest at eMarketer.