64% of UAE travellers willing to try airline loyalty programme

Despite the widespread adoption of Airline Loyalty Programs (ALP), the results of the recent survey reveal passengers feel unable to make the most of them with over half (58%) unsure where they can redeem points and 64% unaware of the value of their points in the UAE and Singapore. A survey was conducted online by YouGov. The study polled 1500 travellers from Dubai, Hong Kong and Singapore who have travelled by air in the last 18 months. In Dubai there is a high adoption of loyalty programs in general, with more than half of respondents here already a member of airline loyalty programs. More travellers prefer travelling for leisure with family/partners/alone. This market shows the highest willingness for ALP among the non-members, however, has the lowest awareness of the redemption process. There is a high adoption of loyalty programs in Dubai, with more than half of respondents are already a member of an ALP – with respondents citing class upgrades, discounts on travel experiences and exclusive lounge access as the most appealing elements of an ALP. However, of the markets surveyed, Dubai travellers were the least aware of the redemption process.

Conversely, in Dubai non-members were the most willing to try an ALP. Infrequent flying and insufficient knowledge of ALP benefits were the top barriers to membership. Free seat reservation and great customer experience were deemed to be the main motivating factors to join.

Overall, more than half of respondents said they are looking for more customised experiences – in particular flexible bookings, access to travel documentation and additional discounts. Almost six in ten (58%) agreed they are more likely to buy additional services from an airline when targeted with personalized offers, perks and benefits based on their previous online behaviour and preferences.

Marcus Puffer, Vice President & Head of Loyalty Solutions at IBS Software said — “It’s incumbent on airlines to ensure their program members are aware of the benefits of their loyalty schemes, or they risk losing their interest in being part of the club. VIP lounges and class upgrades are fantastic perks but if a member doesn’t feel confident in how to build up their bank of points or, worse, know how to use them, the selection of benefits becomes irrelevant.”