A growing number of small business travelers are turning toward travel loyalty programs thanks to increased benefits and options, a recent survey found.
More than half of respondents (56%) said travel loyalty programs are important to them, according to the recent 2006 Travel Loyalty Program Survey by the American Small Business Travelers Alliances (ASBTA)—a national alliance that provides services for small-business owners. About 75% of respondents belong to some type of loyalty program, an increase of 10% over last year, the survey found. Frequent-flyer programs topped the list at 64%, followed by hotel loyalty programs (54%) and car-rental clubs (31%).
Some 47% of respondents said they belong to American Airlines AAdvantage program, which celebrated its 25th anniversary last month. About 50 million consumers are AAdvantage members. Another 37% said they belong to Delta Airlines SkyMiles program, followed by United Airlines Mileage Plus (33%) and Southwest Airlines’ Rapid Rewards at 23%.
When selecting an airline, respondents said price, schedule, reliability and service outranked its frequent-flyer program. However, frequent-flyer programs, which respondents listed as the fifth most-important factor in an airline’s selection, still topped the list over leg room, overhead space and in-flight amenities, according to the survey.
“With a few key exceptions, most travel loyalty programs are still fairly new,” said ASBTA President Chuck Sharp said in a statement. “Those that have been in the industry the longest are leading the way, however, and are setting the bar for the improvement and the development of all such programs. Both new and old travel loyalty programs have begun taking notice of SBTs, and now more than ever it seems SBTs are responding.”
Hilton’s HHonors program was front-runner in the hotel loyalty category with 36% of respondents saying they belong to program. Marriott’s Rewards (35%) and Priority Club (30%) rounded out the top three, the survey found. Loyalty was more distributed among car rental companies, yet Hertz, Avis and Budget were the top three programs in that category, the survey said.
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