Shoppers increasingly want travel rewards from loyalty programs: survey

If there’s one thing that’s remained a constant on retailers’ minds in the current economy, it’s how to keep customers loyal. While loyalty programs and discounting provide somewhat of a push for shoppers, a new study by travel technology company Arrivia reveals that the real trick lies in travel rewards.

In a survey of 1,094 US adults, 75% of respondents said they’d book travel via their loyalty program if they had the option. Meanwhile, 49% said they were more inclined to opt for loyalty programs that came with travel benefits.

It’s no surprise that consumers are seeking travel rewards even if it is through a retail loyalty platform as shoppers continue to value experiences over things. This is even truer for the younger generations.

In fact, 63% of millennials, alongside 60% of Gen Z, were the most receptive to travel-based loyalty rewards.

There were other pockets of respondents who also expressed stronger interest in such benefits: 89% of luggage buyers and 66% of outdoor and adventure goods shoppers said they would book travel through a retailer’s loyalty program.

“Someone buying a suitcase is likely planning a trip, and outdoor shoppers are already experience-driven, making travel rewards a natural extension based on their consumer purchasing behaviors,” Jeff Zotara, CMO at Arrivia, told Retail Brew via email.

He additionally pointed to the survey’s findings about luggage shoppers prioritizing hotels, airline tickets, and activities on their travel-purchase list.

“The key is strategic alignment, making sure benefits feel like a natural extension of the customer experience rather than just an added bonus,” he said. “Partnering with airlines, hotels, or tour operators can create deeper engagement opportunities.”

But challenges remain as retailers try to integrate a travel reward system into their loyalty programs.

“To be most effective, travel rewards need to be both flexible and customizable, allowing shoppers to choose how they use them—whether that means saving for a trip, redeeming points for brand purchases, or even applying them toward everyday essentials like gas and groceries,” Zotara said. “Making it easy to earn and redeem rewards will keep consumers invested long term.”