トラベル･ロイヤルティ･プログラム：米国

Abstract

In this report, Mintel examines trends in travel loyalty programs, which are offered primarily by airlines, hotels, car rental companies, online travel services and credit card companies. The report includes a review of the factors driving demand for travel loyalty programs, developments in programs offered by the leading competitors, recent advertising and promotional campaigns and a profile of travel loyalty program consumers.

Specific topics include:

• Growth in the travel industry and its major segments, as well as the credit card industry
• Company activities, including mergers and partnerships, and their impact on travel loyalty programs
• Opportunities and challenges for travel loyalty programs

The implications of the findings on the travel loyalty program market are discussed and strategies are identified for companies in the various segments. Companies are expected to continue exploring partnerships with providers of complimentary travel services as well as restaurants, retailers and other companies that would enhance their reward offerings. Travel loyalty programs are expanding beyond the traditional miles/points for free travel formula. Instead, providers are offering upgrades and amenities targeted to individual consumers, building loyalty on the basis of service instead of price.

Mintel also provides a detailed profile of the travel loyalty program consumer, including demographic characteristics, frequency of leisure and business travel, participation in travel loyalty programs and attitudes toward these programs. More than half of adults who have traveled in the last 12 months belong to at least one travel loyalty program. Frequent flyer programs are the most popular, followed by hotel frequent guest clubs.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Overview of the industry
• Differentiation (or not) among loyalty programs
• Growth of online travel sites impacts travel loyalty programs
• Consumer survey shows that income is the main driver of heavy travel
• Only 33% of online respondents are enrolled; 20% of the overall population
• Anyone can join any number of frequent flyer programs
• Plans not maximizing potential if consumers can' t get rewards
• Growth in the number of travel loyalty plans/redemptions will continue
• Game-changing development?
• Market Drivers
• Key points
• Travel loyalty programs are a financial service that are driven by financial indicators
  • Figure 1: U.S. GDP, at current and constant prices, 2001-06
  • Figure 2: Corporate profits, at current and constant prices, 2001-06
  • Figure 3: Median household income, 1995-2005
  • Figure 4: Household income distribution, 1999 and 2005
  • Figure 5: Travel expenditures in the U.S., at current and constant prices, 2002-07
  • Figure 6: Total U.S. scheduled airline passenger revenue, at current and constant prices, 2002-06
  • Figure 7: Domestic and international enplanements, 2001-06
  • Figure 8: Total U.S. lodging revenues, at current and constant prices, 2002-06
  • Figure 9: Hotel occupancy and revenue, 2001-07
  • Figure 10: Total U.S. car rental revenues, at current and constant prices, 2002-06
  • Figure 11: Motor gasoline retail price per gallon, U.S. city average, 2001-06
• Credit card ownership and usage continues to grow
  • Figure 12: Total U.S. credit card charge dollar volume and transactions, 2000-05
• Population trends and projections
  • Figure 13: Population aged 18+, 2001-11
  • Figure 14: Frequent flyer program participants, by age, 2001-11
• Market Size and Trends
• Market size
• Key points:
  • Figure 15: Total redeemed travel rewards, 1999-2007
  • Figure 16: Total airline loyalty program cumulative unredeemed miles, 2000-05
• Market trends
• Game-changing development?
• Supply Structure
• Key points
• Airlines
  • Figure 17: Membership in top airline loyalty program providers, 2007
• Airline global alliances
  • Figure 18: Top three airline global alliances, 2007
• Discount airline programs
  • Figure 19: Name and type of frequent flyer programs, by discount airlines, January 2005
• Hotels
  • Figure 20: Top five hotel loyalty program providers, 2007
• Internet travel services
• Car rental companies
  • Figure 21: Top ten U.S. car rental companies, by sales, 2006
• Advertising and Promotion
• Key points
• Television spots
• Airlines
• Southwest Airlines
  • Figure 22: Southwest Airlines visa promotion
• Hotels
• Best Western
  • Figure 23: Best Western Gold Crown Club International Rewards Card promotion
• Comfort Inn
  • Figure 24: Comfort Inn Choice Privileges promotion
• Crowne Plaza
  • Figure 25: Crowne Plaza meeting planner rewards
• Hyatt
  • Figure 26: Hyatt Gold passport program benefits
  • Figure 27: Hyatt Gold passport program hotel locations
• Internet travel companies
• Orbitz
• Figure 28: Orbitz rewards now! program hotel mega sale
• Credit cards
• American Express
  • Figure 29: American Express/Delta SkyMiles promotion
  • Figure 30: American Express membership rewards points program
  • Figure 31: American Express pay with points program
• Capital One
  • Figure 32: Capital One no hassle rewards program air travel rewards
  • Figure 33: Capital One no hassle vacation travel rewards
• Chase
  • Figure 34: Chase Freedom rewards campaign
  • Figure 35: Chase Freedom travel rewards
• Citi
  • Figure 36: Citi AAdvantage card promotion
  • Figure 37: Citi Premier Pass card travel rewards
• MasterCard
  • Figure 38: MasterCard travel rewards
• The Consumer
• Introduction
• Consumer survey highlights
• Frequency of leisure and business travel
  • Figure 39: Number of times consumers traveled in the last 12 months for leisure or personal reasons that included air travel, a hotel stay or a car rental, by gender, race/ethnicity, age, household income, marital status, presence of children and region, May 2007
  • Figure 40: Number of times consumers traveled in the last 12 months for business reasons that included air travel, a hotel stay or a car rental, by gender, race/ethnicity, age, household income, marital status, presence of children and region, May 2007
• Participation of travelers in loyalty programs
  • Figure 41: Percentage of consumers who have traveled in the last 12 months who have or belong to travel loyalty programs, by gender, race/ethnicity, age, household income, marital status, presence of children and region, May 2007
• Consumer participation in frequent flyer programs
  • Figure 42: Participation in frequent flyer programs, by gender, race/ethnicity, age, household income, marital status, presence of children and region, January-October 2006
  • Figure 43: Participation in specific frequent flyer programs, January-October 2006
  • Figure 44: Number of frequent flyer programs in which respondents are enrolled, by gender, race/ethnicity, age, household income, marital status, presence of children and region, January-October 2006
  • Figure 45: Participation in specific frequent flyer programs, by race/ethnicity, January-October 2006
  • Figure 46: Participation in specific frequent flyer programs, by household income, January-October 2006
  • Figure 47: Participation in specific frequent flyer programs, by region, January-October 2006
• Consumer participation in hotel frequent guest programs
  • Figure 48: Participation in hotel/motel frequent guest programs, by gender, race/ethnicity, age, household income, marital status, presence of children and region, January-October 2006
• Consumer participation in car rental clubs
  • Figure 49: Participation in specific car rental clubs, January-October 2006
  • Figure 50: Participation in specific car rental clubs, by race/ethnicity, January-October 2006
  • Figure 51: Participation in specific car rental clubs, by household income, January-October 2006
• Consumer usage of miles and points
  • Figure 52: Consumer usage of miles and points that they have earned, May 2007
  • Figure 53: Consumer behavior regarding frequent flyer programs, May 2007
• The Future
• Market forecast
• Total redeemed travel loyalty program rewards
  • Figure 54: Forecast of total U.S. redeemed travel rewards, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations and Government Agencies