Gen Z, millennial travelers seek rewards programs

Nearly half of US millennials are members of a travel loyalty or rewards program, the highest among all generations

May 30, 2023

As financial concerns loom in an uncertain economy, loyalty points and rewards should now be thought of less as a mechanism to reward high spenders and more as a tool to keep cash-concerned travelers on the road.

Key takeaways

  • 34% of U.S. adults said they used points or rewards on travel purchases to save money, a 6 percentage point increase since last summer;
  • Gen Z adults and millennials are more likely than older generations to book with points and rewards, and they also overindex in booking vacation rentals;
  • As financial worries persist, short-term vacation rentals may lose these key customers to traditional hotels with strong loyalty programs.

Get the full story at Morning Consult and eMarketer

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