New Insights on Growth, Challenges, and Opportunities
Third Annual iSeatz “Tipping Point” Study Reveals Multi-Year Trends Impacting Travel Rewards Programs, Consumer Behaviors and Brands Investments
NEW ORLEANS, Jan. 30, 2025 /PRNewswire/ — iSeatz, the technology company powering travel experiences that inspire loyalty, has just released the third edition of its annual series exploring the dynamics of the U.S. travel loyalty marketplace: The Tipping Point: How U.S. Travel Loyalty is Evolving—A Three-Year Perspective.
This year’s report analyzes year-on-year changes in consumer behavior, program design, and technology adoption, offering insights into the priorities reshaping loyalty programs. Drawing on surveys of 256 loyalty program decision-makers and 4,341 U.S. consumers, it examines the evolving relationship between brands and their members, highlighting opportunities in reward diversification and user experience, among other areas.
Key findings reveal the growing role of AI and personalization in engaging important consumer segments and notable changes in how brands evaluate the performance of their travel rewards programs. This year, iSeatz has also introduced a companion report exploring the Canadian loyalty market: The Tipping Point: Inside Canada’s Changing Loyalty Landscape.
“This year’s findings and the broader trends we have observed over three years reinforce the central role that travel rewards play in driving loyalty program performance,” Larry Wine, President of iSeatz. “Our survey data makes a compelling case for investing in adaptable, innovative travel technology that meets the expectations of American consumers and enhances the value of brands’ loyalty programs.”
Growth Continues in the U.S. Travel Rewards Ecosystem
The availability of travel rewards in the U.S. continues to surge as consumer demand for travel remains strong and more brands incorporate travel rewards into their loyalty offerings. For the first time, a majority of American consumers (55%) report belonging to a loyalty program that allows them to earn or redeem points for travel. Additionally, 22% of consumers now say that three to five of their loyalty programs include travel booking capabilities—an 8-point increase compared to 2023.
Brands Revise Their Performance Metrics
Brands are prioritizing metrics that emphasize the long-term impact and profitability of their travel loyalty programs, focusing on key performance indicators that directly link customer satisfaction to sustained growth. This year, 47% of brands, including 79% of North American programs with over 50 million members, say they measure program success through customer lifetime value (CLV), and 43% rely on net promoter score (NPS),, highlighting a shift toward profitability-focused strategies.
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