Internet Travel Monitor - Travel Industry News
November 15, 2017
Airline Loyalty Program Customers Crave More than Just Miles, J.D. Power Finds
JetBlue Airways TrueBlue loyalty program ranks highest in overall customer satisfaction
Airline loyalty rewards program benefits that extend beyond airline services and ticket fees have a significant effect on customer satisfaction, according to the J.D. Power 2017 Airline Loyalty Program Satisfaction Study. Overall satisfaction is considerably higher among program members earning rewards in restaurants, product purchases, and car rentals than among those just earning airline flights alone.
The study measures member satisfaction with airline loyalty and rewards programs based on four factors (in order of importance): earning and redeeming rewards; program benefits; account management; and member communication. Satisfaction is measured on a 1,000-point scale.
"As loyalty programs have exploded in popularity over the past several years, airline loyalty program managers understand the critical role that ancillary benefits that fall outside the airline industry can play and they devote careful attention to partners included in their programs," said Michael Taylor, Travel Practice Lead at J.D. Power. "Flexibility in how miles are redeemed is valued by members. After all, if you win a pie-eating contest, you may want to be rewarded with something besides another pie."
Following are some key findings of the study:
Airline Loyalty Program Rankings
JetBlue Airways TrueBlue ranks highest in overall member satisfaction with airline loyalty/rewards programs, with a score of 800. Alaska Airlines Mileage Plan ranks second with a score of 796, followed by Southwest Airlines Rapid Rewards at 793.
The 2017 Airline Loyalty Program Satisfaction Study measures member satisfaction with airline rewards and loyalty programs. The study is based on 3,387 responses from rewards program members and was fielded in September 2017.
Copyright 2017 J.D. Power. All rights reserved. From https://www.jdpower.com.
To view the Internet Travel Monitor Archive, click https://www.tripinfo.com/ITM/index.html.