Report finds hotels are complicating millennial loyalty

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A new report from PwC US titled "What’s driving customer loyalty for today’s hotel brands?" examines millennial preferences regarding hotel loyalty programs. 

The report found that millennials bucked expectations by holding similar loyalty allegiances to other demographics, with travelers aged 30 and older having on average 3.6 loyalty memberships compared to the millennial average of 3.0. Millennial business travelers, however, have on average 3.4 loyalty memberships, which is more than expected yet fewer than the 30+ crowd, which averaged 3.9 for business travel and 3.2 for leisure.

Millennial lesisure travelers are members of even fewer loyalty programs, just 2.3 on average. The report chalks this up to millennials' interest in the sharing economy and their young age, accounting for less overall hours spent traveling compared to those over 30 years of age.

Millennial loyalty is closer to other demographics than originally expected.

In the end, the report found that there was not a significant enough gulf between the loyalty of millennials and other generations, and suggested that millennials may have possibly been over-indexed while the industry has missed out on larger macro trends affecting all demographics.

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The full report can be found here.


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