World Tourism Forum Lucerne 2013_The Dynamics of Traveller Loyalty_an International Survey

7/30/2019 World Tourism Forum Lucerne 2013_The Dynamics of Traveller Loyalty_an International Survey

1/26

Lucerne

Institut fr Tourismuswirtschaft ITWDr. Andreas LiebrichLecturer for e-tourism

T direct +41 41 228 42 34

[email protected]

22/04/2013

The Dynamics of Traveller Loyalty:

An International Survey

Fotoscool Fotolia.com


2/26

Slide

Uncle Ruedi

2, 22/04/2013


3/26

Slide

The Survey / Table of Contents

3, 22/04/2013

Part 1: General booking and travel behavior with respect to loyalty

n = 1025

n = 1000

n = 1006

Part 3: Perceived importance of e-loyalty items

n = 500 online-bookers



Part 2: What is e-loyalty?





4/26

Slide

Loyalty programmes: or ?

4, 22/04/2013

Statement in the questionnaire:

I like points programmes offered by travel service providers oraccommodation service providers.

5 completely applicable4 applicable3 neutral2 not really applicable1 not applicable at all

no answer / do not know


5/26

Slide 5, 22/04/2013

22%

17%

19%

12%

8%

24%

27%

19%

19%

38%

24%

27%

13%

9%

11%

30%

22

%

23

%

19%

11% 1

9%

26%

19%

20

%

23%

2

1%

23%

23%

13%

15%

19%

21%

19%

28%

19

%

19%

20%

22%

22%

16%

21%

18%

25%

24%

23%

9%

9%

9%

12%

15%

10%

10%

10%

13% 5

%

8%

9%

15%

14%

15%

15%

23%

24%

19%

37%

22%

12%

23%

21%

10%

20%

18%

17%

29%

28%

6% 7% 5% 9

%9% 6% 6% 7

% 5% 6% 7% 5% 7

%10%

7%

0%

10%

20%30%

40%

50%

60%

70%

80%

90%100%

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

I tell my friends/

family/ relatives which

service provider/

website I use for

booking.

I like points

programmes offered by

travel service providers

or accommodation

service providers

I look for information

about my trip on at

least 5 websites online

Before I book a trip, I

compare at least 3

offers from different

service providers.

I book with service

providers who offer me

a contact person to

speak with before/

during the trip.

5 completely applicable 4 3 2 1 not applicable at all No answer/ don't know

I like pointsprogrammes

offered by travelservice providers

or accommodationservice providers

Many people do not like loyalty programmes

Loyalty programmes: or ?


6/26

Slide

Loyalty programmes, a concept from the 90-ies: or ?

6, 22/04/2013

Zharastudio - Fotolia.com


7/26

Slide

Implications: Aims of loyalty programs(according to Tomczak, Reinecke & Dittrich, 2010, p. 390)

7, 22/04/2013

1. customer selection1. .sdfsdf

2. improving the knowledge about customers

1. .2. .3. stimulating intensive and conversational communication1. .2. .3. .4. improving the corporate image and increasing the

members identification with the company


8/26

Slide

General booking behavior: Information and booking

8, 22/04/2013

22%

17%

19%

12%

8%

24%

27%

19%

19%

38%

24%

27%

13%

9%

11%

30%

22

%

23%

19%

11% 1

9%

26%

19

%

20

%

23%

21%

23%

23%

13%

15%

19%

21%

19%

28%

19

%

19%

20%

22%

22%

16%

21%

18%

25%

24%

23%

9%

9%

9%

12%

15%

10%

10%

10%

13% 5

%

8%

9%

15%

14%

15%

15%

23%

24%

19%

37%

22%

12%

23%

21%

10%

20%

18%

17%

29%

28%

6% 7% 5% 9%

9% 6% 6% 7% 5% 6% 7

% 5% 7%

10% 7%

0%

10%

20%30%

40%

50%

60%

70%

80%

90%100%

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

I tell my friends/


service provider/

website I use for

booking.

I like points



or accommodation

service providers


about my trip on at



compare at least 3


service providers.

I book with service


a contact person to

speak with before/

during the trip.


I tell my friends/Family/ relativeswhich website Iuse for booking

Ambassadors

Turn the loyalty programme managerinto a facilitator of ambassador?


9/26

Slide

General booking behavior: Information and booking

9, 22/04/2013

22%

17%

19%

12%

8%

24%

27%

19%

19%

38%

24%

27%

13%

9%

11%

30%

22

%

23%

19%

11% 1

9%

26%

19

%

20

%

23%

21%

23%

23%

13%

15%

19%

21%

19%

28%

19

%

19%

20%

22%

22%

16%

21%

18%

25%

24%

23%

9%

9%

9%

12%

15%

10%

10%

10%

13% 5

%

8%

9%

15%

14%

15%

15%

23%

24%

19%

37%

22%

12%

23%

21%

10%

20%

18%

17%

29%

28%

6% 7% 5% 9%

9% 6% 6% 7% 5% 6% 7% 5% 7%

10% 7%

0%

10%

20%30%

40%

50%

60%

70%

80%

90%100%

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

I tell my friends/


service provider/

website I use for

booking.

I like points



or accommodation

service providers


about my trip on at



compare at least 3


service providers.

I book with service


a contact person to

speak with before/

during the trip.


Look for

information onmore than 5

websites

Check at

least 3 offersbefore

booking

By searching andcomparing, people are

deviated from being loyal


10/26

Slide

General booking behavior: Need for a contact person

10, 22/04/2013

22%

17%

19%

12%

8%

24%

27%

19%

19%

38%

24%

27%

13%

9%

11%

30%

22

%

23%

19%

11% 1

9%

26%

19

%

20

%

23%

21%

23%

23%

13%

15%

19%

21%

19%

28%

19

%

19%

20%

22%

22%

16%

21%

18%

25%

24%

23%

9%

9%

9%

12%

15%

10%

10%

10%

13% 5

%

8%

9%

15%

14%

15%

15%

23%

24%

19%

37%

22%

12%

23%

21%

10%

20%

18%

17%

29%

28%

6% 7% 5% 9%

9% 6% 6% 7% 5% 6% 7% 5% 7%

10% 7%

0%

10%

20%30%

40%

50%

60%

70%

80%

90%100%

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

I tell my friends/


service provider/

website I use for

booking.

I like points



or accommodation

service providers


about my trip on at



compare at least 3


service providers.

I book with service


a contact person to

speak with before/

during the trip.


Contactperson during

the trip

To increase loyalty, a contact person is lessimportant than it used to be


11/26

Slide


11, 22/04/2013


n = 1025

n = 1000

n = 1006










12/26

Slide

Intention to rebook

12, 22/04/2013

Good news I: Intention to rebook is very high

90%97% 94% 93% 97% 96% 93% 97% 98%

85%96% 96%

88% 88% 92%

0%

20%

40%

60%80%

100%

Germa

ny

UK

U

SA

Germa

ny

UK

U

SA

Germa

ny

UK

U

SA

Germa

ny

UK

U

SA

Germa

ny

UK

U

SA

Package holiday/

cruise

Flight Train ticket Accommo-

dations

Other travel

service

No

Yes


13/26

Slide

Good news II:

13, 22/04/2013


14/26

Slide

Cognitive Loyalty: Brand is preferable to another one

14, 22/04/2013

52%

63%

71%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Germany UK USA Total

Prerequisite to

cognitive loyalty


15/26

Slide

Affective/emotional loyalty: Favorable attitude towards a brand

15, 22/04/2013

52%

63%

71%

62%

5%

17%16%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Germany UK USA Total

Prerequisite tocognitive loyalty

Affective loyalty

Emotional services, but low emotional loyalty


16/26

Slide

Food for thought

Would you compare results of ask.com, yahoo! and altavista

to google something?

Many love Google

16, 22/04/2013


17/26

Slide


17, 22/04/2013


n = 1025

n = 1000

n = 1006










18/26

Slide

The moment of truth: The booking

18, 22/04/2013

E-Loyaltydeterminants

E-Loyaltyinstruments

More

importantthan


19/26

Slide

Loyalty determinants

19, 22/04/2013

26%27%

38%36%

27%29%34%

41%42%

37%43%

48%42%

38%45%

35%40%44%

43%41%44%

26%36%

33%31%

30%31%27%

22%27%

30%29%

30%30%

33%32%

32%35%

38%

27%36%

37%

26%23%

20%18%

25%20%20%18%

15%20%16%

15%14%18%

14%21%

17%14%

21%17%12%

8%

6%

4%

5%

6%

8%

6%

5%

4%

5%

6%

3%

4%

4%

3%

5%

3%1%

4%

2%

2%

0% 20% 40% 60% 80% 100%

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

GermanyUK

USA

Germany

UK

USA

Germany

UKUSA

Germany

UK

USA

Well-

known

brand

Trustwor

thy

service

provider

basedon

the

ex

perien

c

esof

AN

OTHE

R

PE

RSON

Trustwor

thy

booking

website

Low

prices

comp

are

dtothe

comp

etit

ion

PERSON

AL

positive

experien

cewith

the

website/

the

service

provider

Good

reputatio

nofthe

service

provider

/ofthe

website

Website

clearly

laidout

5 very important 4 3 2 1 not important at all I don't know/now answer

Website clearlylaid out

Good reputationof service provider

Personal positiveexperience

Low prices

Trustworthybooking

Other personsexperience

Well known brand

Genera

limportance


20/26

Slide

Mitigating factor (Convenient itnerary/ travel times)

20, 22/04/2013

48%

46%

41%

28%

28%

36%

14%

14%

14%

4%

3%5%

4%

4%

4%

Germany

UK

USA 5 very important4

3

2

1 not important at all

I don't know/now answer


21/26

Slide

Mitigating factor (Convenient itnerary/ travel times)

21, 22/04/2013

Suggested routes from Zurich to Ostrava (by rome2rio.com)


22/26

Slide

Importance of loyalty instruments during the booking process

22, 22/04/2013

10%

4%

14%

10%7%

25%

11%

9%

19%

12%

12%

25%

13%

10%

31%

25%

19%28%

10%

11%

13%

12%11%

22%

19%

12%

22%

15%

14%

25%

15%

13%

22%

28%

26%29%

20%

18%

22%

20%20%

20%

21%

24%

25%

22%

28%

22%

22%

22%

17%

23%

25%21%

15%

17%

13%

15%17%

12%

18%

16%

13%

19%

14%

10%

17%

15%

11%

11%

13%10%

38%

42%

31%

36%36%

16%

24%

29%

14%

25%

22%

12%

25%

30%

13%

10%

11%8%

7%

8%

8%

7%10%

7%

6%

10%

7%

7%

9%

6%

7%

10%

7%

3%

5%

4%

0% 20% 40% 60% 80% 100%

Germany

UK

USA

GermanyUK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Appealin

g

communi

cation

viasocial

media

channels

Loy

alty

ca

rd

usedat

leastone

ofthe

providers

/

websites

toco

llect

points/

mi

les

Coupon

forthe

next

booking

withthe

same

service

provider

next

time

Possibilit

yof

upgrad

es

ata

certain

number

of

bookin

gs

Convenie

nces

offered

bythe

Loyalty

card

without

surcharg

e

Informati

onfrom

the

service

provider

about

offers/

specials/

deals

5 very important 4 3 2 1 not important at all I don't know/now a

Special offers /deals via newsletter

Benefits of a loyaltyprogramme

Possibility to upgradeas repeater

Coupon for the nextbooking

Loyalty card to

collect miles/points

Social Mediacommunication

Generalimportance


23/26

Slide

E-loyalty instruments are more important in the US

23, 22/04/2013

10%

4%

14%

10%7%

25%

11%

9%

19%

12%

12%

25%

13%

10%

31%

25%

19%28%

10%

11%

13%

12%11%

22%

19%

12%

22%

15%

14%

25%

15%

13%

22%

28%

26%29%

20%

18%

22%

20%20%

20%

21%

24%

25%

22%

28%

22%

22%

22%

17%

23%

25%21%

15%

17%

13%

15%17%

12%

18%

16%

13%

19%

14%

10%

17%

15%

11%

11%

13%10%

38%

42%

31%

36%36%

16%

24%

29%

14%

25%

22%

12%

25%

30%

13%

10%

11%8%

7%

8%

8%

7%10%

7%

6%

10%

7%

7%

9%

6%

7%

10%

7%

3%

5%

4%

0% 20% 40% 60% 80% 100%

Germany

UK

USA

GermanyUK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Appealin

g

communi

cation

viasocial

media

channels

Loy

alty

ca

rd

usedat

leastone

ofthe

providers

/

websites

toco

llect

points/

mi

les

Coupon

forthe

next

booking

withthe

same

service

provider

next

time

Possibilit

yof

upgrad

es

ata

certain

number

of

bookin

gs

Convenie

nces

offered

bythe

Loyalty

card

without

surcharg

e

Informati

onfrom

the

service

provider

about

offers/

specials/

deals




Option to upgrade


Loyalty card to




24/26

Slide

Is the age of e-loyalty instruments over?

24, 22/04/2013

10%

4%

14%

10%7%

25%

11%

9%

19%

12%

12%

25%

13%

10%

31%

25%

19%28%

10%

11%

13%

12%11%

22%

19%

12%

22%

15%

14%

25%

15%

13%

22%

28%

26%29%

20%

18%

22%

20%20%

20%

21%

24%

25%

22%

28%

22%

22%

22%

17%

23%

25%21%

15%

17%

13%

15%17%

12%

18%

16%

13%

19%

14%

10%

17%

15%

11%

11%

13%10%

38%

42%

31%

36%36%

16%

24%

29%

14%

25%

22%

12%

25%

30%

13%

10%

11%8%

7%

8%

8%

7%10%

7%

6%

10%

7%

7%

9%

6%

7%

10%

7%

3%

5%

4%

0% 20% 40% 60% 80% 100%

Germany

UK

USA

GermanyUK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Germany

UK

USA

Appealin

g

communi

cation

viasocial

media

channels

Loy

alty

ca

rd

usedat

leastone

ofthe

prov

iders

/

websites

toco

llect

points/

miles

Coupon

forthe

next

booking

withthe

same

service

provider

next

time

Possib

ilit

yof

upgrad

es

ata

certain

number

of

bookin

gs

Convenie

nces

offered

bythe

Loyalty

card

without

surcharg

e

Informati

onfrom

the

service

provider

about

offers/

specials/

deals




Option to upgrade


Loyalty card to



Many frequent travellers areoverrepresented in the green partsof the bars!


25/26

Slide

Pick up your copy or download it fromwww.wtflucerne.org on Monday

25, 22/04/2013


26/26

Slide

Summary / Recommendations

- Few customers of travel and tourism business are loyal by definition

- Many providers in the same sector of travel and tourism (especially inEurope) create bigger alliances

- Focus on determinants of e-loyalty before emphasising on e-loyaltyinstruments

- Europeans should consider the industry structure in Europe beforeintroducing e-loyalty instruments originating the US

26, 22/04/2013

Question for the panel:

Do we need to crack the code or tocompletely rethink e-loyalty in travel and tourism

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