Travel benefits are the most common benefit included in loyalty programs offered by membership organizations such as social clubs, trade associations, and subscription programs, but in reality, booking travel is not a priority for members.
That's one of the findings in a new report from travel loyalty technology provider iSeatz.
According to the report, nearly three-quarters of member organizations offer or plan to offer travel benefits, with the most common benefit types being hotels (56%), flights (49%), and car rentals. (48%).
But only 23% of members say they would book a trip through their organization if they were sure they would get better deals than other travel sites, and more than three-quarters don't care. means.
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According to the report, nearly half of consumers say daily discounts are what they get the most value out of their membership.
The findings were based on two surveys of 251 professionals who oversee or lead member organizations. And another person belongs to such an organization, he has more than 2,000 consumers.
iSeatz calls this report the only industry report focused on the intersection of loyalty programs and membership groups, but traditional transactional approaches to loyalty are limited in member engagement and retention. It is made clear that there is.
“Our report sets a new standard for understanding loyalty dynamics within the membership sector by pinpointing the distinct needs and goals of the membership community,” said iSeatz CEO Kenneth Purcell. “This has never been done before.” “By understanding the ‘how’ and ‘why’ behind member behavior, member organizations can increase engagement and retention, creating effective loyalty programs that pave new paths towards sustainable growth.” We will be able to develop strategies.”
The report suggests that travel could be seen as an opportunity to move further into membership group loyalty programs. Although 93% of organizations surveyed offered some form of travel booking, only 17% of consumers said they would visit a member organization's website first when booking a trip. was. The most common answer was “rarely” at 29%, while 15% said they book some of their trips through membership organizations and some through other sites or agencies.
The report concludes that “the lack of an integrated, full-featured travel benefit and booking experience is something membership organizations can address and immediately benefit from.”
“It's not just about value anymore,” Purcell says. “While affinity runs deeper and value remains a key motivating factor, it alone does not define the core value of a membership organization. Investing in technology, a robust benefits portfolio, and a great user experience This is a transformational opportunity for member organizations to increase engagement among existing members and attract new members with a refreshed value proposition.”
