30% of Australians say airline and hotel loyalty programs have no influence on their holiday bookings

As work, school and university wraps up for the year, Australians are turning their attention to the summer break – and where their next holiday destination could be.

Latest YouGov Surveys show that about three-fifths (59%) of Australian consumers are a member of at least one airline loyalty program and almost a third (31%) are a member of one or more hotel loyalty programs.

What flight perks most attracts Australians?

About one in three Australians (32%) are members of Qantas Frequent Flyer – by far the most popular airline loyalty club – followed, at a distance, by Virgin Australia’s Velocity Frequent Flyer (10%).

When asked what the top two benefits Australians most appreciated about being an airline loyalty club member were, close to half (47%) highlighted being able to redeem their miles for discounted/free flights as a top perk. About one in three (32%) valued seat upgrades, followed by airport lounge access, at around one in four (24%).

While the relative popularity of various perks is consistent across genders, women are more likely than men to prize redeeming miles for discounted/free flights (50% vs 44%) and retail purchases (19% vs 15%). Meanwhile, men are much more likely than women to value hotel deals (16% vs 13%) and priority boarding (17% vs 9%).

Do airline loyalty memberships influence the flight booking choices of Aussie travelers?

When airline loyalty program members were asked how they typically decide on international flight bookings, over two in five (44%) said they start by searching among airlines where they are a loyalty member. 13% of members said they would typically choose between flights offered by these airlines only.

One in five (20%) said they first search for flights that fit their travel schedule, before using loyalty membership to decide between the suitable options.

However, 30% claimed their airline memberships have no influence on which international flights they book.

Additionally, men are significantly more likely than women to prioritise airlines where they are a loyalty member from the outset of their search for international tickets (50% vs 37%).

What hotel perks do most Australians want?

About one in eight (12%) Australians are members of Accor Live Limitless/Accor Plus – the most popular hotel loyalty club.

Following at some distance are Hilton Honors (8%), IHG One Rewards (6%) and Marriot Bonvoy (6%).

When asked about the top two benefits they most appreciate about being a hotel loyalty club member, close to a third (31%) of Australians highlighted being able to enjoy free breakfast and room upgrades.

A quarter (25%) pointed to the ability to redeem loyalty points for discounted/complimentary stays, as well as early check-ins and late check-outs. 23% also selected discounted/priority access to hotel facilities (e.g. spas/wellness studios, boutique restaurants, gyms, swimming pools) as a key bonus.

While free breakfast and room upgrades are the most popular perks across genders, women are significantly more likely than men to value free breakfast (38% vs 26%), as well as early check-in and late check-out (31% vs 20%). Men are more likely to prize earning bonus points (21% vs 12%), and the ability to transfer points to airline partners (18% vs 8%).

To what extent do loyalty program memberships guide the hotel booking choices of Australian travellers?

When hotel loyalty program members were asked how they typically go about booking travel accommodations, close to a third (31%) said they start off by searching among hotels where they are a loyalty member. Only then will they narrow down by price and proximity.

On the other hand, over a third (36%) first look for hotels close to desired locations, before considering price and loyalty memberships. 29% will first look for hotels within their travel budget, before considering memberships and exact location.

Men are again significantly more likely than women to prioritise hotels where they are a loyalty member from the beginning of their search (37% vs 22%).

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YouGov, 4^th January 2024