Unhappy campers: Half of Singaporeans slammed their travel rewards programmes

It’s one of their biggest factors before making a travel purchase.

Over two thirds (68%) of Singapore travellers look to the quality of rewards on offer when making travel purchase decisions. However, travel operators are failing to meet reward expectations with over half (56%) of Singapore consumers claiming they are not satisfied with current programmes.

The three key areas in travel programmes that Singapore travellers feel have fallen short of are ease of use of the reward programmes, relevancy and choice of travel rewards, and service levels.

A study conducted by Collinson Latitude, a reward and ancillary revenue provider, showed that 76 percent of travellers’ purchase decisions in Singapore are sometimes, often or always influenced by the travel operators’ programmes. This highlights the big impact reward programmes now have on revenue generation and customer retention, with around three quarters of travel customers potentially choosing a competitor if reward programmes are not up to scratch.

Collinson Latitude believes it is important to improve the way reward members perceive travel programmes and understand who customers are and what it is that they are likely to find rewarding. Deeper insights into customer behaviours give travel operators a critical competitive edge, and improve customer satisfaction and retention.