Travel brands able to strike the right program balance between accessible rewards and participation are seeing a payoff in long-term millennial traveler loyalty. Deloitte found 75% of millennial business travelers would stay with a valued hotel loyalty program even if they had lost all their points and status. These same travelers also indicated they would spend an additional $41 per night on average to stay at a hotel in their preferred program.
To lock in the millennial audience, offering the right rewards is key. In a February 2014 study by MMGY Global, younger travelers favored easily accessible rewards such as merchandise, gift cards and hotel upgrades over more valuable (and harder to earn) redemptions like free airline tickets. Read the rest at eMarketer.