According to a study from Deloitte, 66 percent of Millennials who are high-frequency travelers rate “unique rewards” as an important factor when choosing a hotel loyalty program, compared with just 43 percent of their older counterparts. Yet the types of benefits millennial travelers are attracted to are no longer solely points-focused. Overall, 68 percent of frequent travelers indicate they consider themselves loyal to the program where they accumulated the most points. However Millennials highly value “soft” benefits such as VIP treatments and exclusive experiences more than other groups; 66 percent of Millennials indicate unique experiences matter, compared with 50 percent of frequent travelers in other age groups.
Once customers establish allegiance to one loyalty program, Millennials are most likely to go out of their way to patronize that brand. Millennials indicate they would pay $41 more per night and travel up to 15 minutes out of their way to stay with their preferred brand, compared with travelers in other age groups who are willing to pay an extra $29.