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
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.
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