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Not all loyalty programs are alike.
At least that”™s the findings of a survey released last week by Dallas-based hotels.com.
Some of the highlights of the survey are:
- Ninety-three percent want improvements made to their memberships.
- Nearly 60 percent want fewer restrictions on how they can use their program benefits.
- Thirty-seven percent don”™t think the value-added bonus is as great as the program wants them to believe.
- About one-quarter don”™t like the fine print that comes with benefits.
- Forty-nine percent didn”™t book a hotel stay, a flight or a car rental in the last year using their reward benefits.
The survey was conducted by Kelton Research between May 28 and June 4, and polled 1,005 people nationwide.
The survey found that people are willing to give up some interesting items in order to receive a free night.
Of those who would:
- 71 percent would give up clothes shopping.
- 65 percent would abstain from chocolate.
- 31 percent would give up their cell phone.
- 29 percent would stop watching TV.
Hotels.com last year began offering welcomerewards, which gives one free night after every 10 nights booked. Hotels.com, a unit of Expedia Inc., lets customers choose from 85,000 properties worldwide.
