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Lucerne
Institut fr Tourismuswirtschaft ITWDr. Andreas LiebrichLecturer for e-tourism
T direct +41 41 228 42 34
22/04/2013
The Dynamics of Traveller Loyalty:
An International Survey
Fotoscool Fotolia.com
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Slide
Uncle Ruedi
2, 22/04/2013
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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
n = 450 online-bookers
n = 490 online-bookers
Part 2: What is e-loyalty?
n = 500 online-bookers
n = 450 online-bookers
n = 490 online-bookers
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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
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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 ?
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Slide
Loyalty programmes, a concept from the 90-ies: or ?
6, 22/04/2013
Zharastudio - Fotolia.com
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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
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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/
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 tell my friends/Family/ relativeswhich website Iuse for booking
Ambassadors
Turn the loyalty programme managerinto a facilitator of ambassador?
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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/
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
Look for
information onmore than 5
websites
Check at
least 3 offersbefore
booking
By searching andcomparing, people are
deviated from being loyal
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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/
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
Contactperson during
the trip
To increase loyalty, a contact person is lessimportant than it used to be
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Slide
The Survey / Table of Contents
11, 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
n = 450 online-bookers
n = 490 online-bookers
Part 2: What is e-loyalty?
n = 500 online-bookers
n = 450 online-bookers
n = 490 online-bookers
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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
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Good news II:
13, 22/04/2013
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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
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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
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Slide
Food for thought
Would you compare results of ask.com, yahoo! and altavista
to google something?
Many love Google
16, 22/04/2013
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Slide
The Survey / Table of Contents
17, 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
n = 450 online-bookers
n = 490 online-bookers
Part 2: What is e-loyalty?
n = 500 online-bookers
n = 450 online-bookers
n = 490 online-bookers
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Slide
The moment of truth: The booking
18, 22/04/2013
E-Loyaltydeterminants
E-Loyaltyinstruments
More
importantthan
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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
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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
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Slide
Mitigating factor (Convenient itnerary/ travel times)
21, 22/04/2013
Suggested routes from Zurich to Ostrava (by rome2rio.com)
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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
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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
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
Option to upgrade
Coupon for the nextbooking
Loyalty card to
collect miles/points
Social Mediacommunication
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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
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
Option to upgrade
Coupon for the nextbooking
Loyalty card to
collect miles/points
Social Mediacommunication
Many frequent travellers areoverrepresented in the green partsof the bars!
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Slide
Pick up your copy or download it fromwww.wtflucerne.org on Monday
25, 22/04/2013
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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