Singapore – A recent survey conducted by IBS Software reveals that a significant number of air passengers in the Asia-Pacific (APAC) region are members of airline loyalty programs. However, the survey highlights a prevailing sense of uncertainty and underutilization of the programs among travelers.
The survey found that 58% of respondents were unsure where they could redeem their loyalty points, while 56% were unaware of the value of their accumulated points. This lack of awareness was even more prevalent in Singapore and the UAE, with 64% of respondents expressing uncertainty about the value of their points.
Amongst the 37% of respondents who had never been part of a loyalty program or had let their membership lapse, a lack of awareness regarding program benefits was cited as a major reason, closely followed by infrequent flying and difficulty in earning points as the third most prevalent reason.
Marcus Puffer, vice president and head of loyalty solutions at IBS Software, reminded all the airlines to effectively communicate the benefits of loyalty schemes to their program members.
On a positive note, the survey also shows an opportunity for airlines to attract new members, as 58% of non-members expressed their willingness to try a loyalty program in the future.
The survey findings also highlighted the need for airlines to improve communication and education regarding loyalty program benefits, ensuring that members can make the most of their earned points and enjoy the perks that come with their loyalty.
