Leisure Travellers prioritise cost over brand loyalty

The survey revealed a travel scape of cost-conscious bookers, many who are looking to aggregate sites for booking, despite claiming loyalties to hotel groups, airlines, and cruise lines. The search bar reigns supreme in the digital experience and travellers look to book accommodation and activities on as few sites as possible.

When asked for the most common reason they’d book outside of loyalty, 58 per cent of respondents named price. Most travellers said that as little as a £100 price difference between their loyalty brand and another brand would drive them to book with the other brand. Even the majority of people who said their travel persona was ‘Lover of Luxury’ will still book outside of loyalty if the price difference reaches £100.

Nearly 20 per cent of respondents drew a hard line and said cost rules all and would never book the more expensive, brand-loyal option. The survey revealed that brand familiarity and the ability to earn points are the two most common reasons that travellers would consider a slightly more expensive, brand-loyal choice.

The survey revealed that 56 per cent of travellers prefer the simplicity of booking everything on as few sites as possible (restaurants, hotels, activities, flights, rental car, etc). People booking flights and cruises were evenly split in their preference for using an aggregate site versus going directly to a brand’s website. Hotel room bookers were slightly skewed towards booking on a site like Expedia or Kayak, with 53 per cent preferring to book on an aggregate site.

Other key findings in the survey include:

  • Loyalty was stronger among respondents between 18 and 34 years old. The majority identified airlines that they were loyal to, with only about 20 per cent saying that they’re not loyal to any airline compared to more than a
Read the rest

Away expands into outdoor travel

This audio is auto-generated. Please let us know if you have feedback.

Dive Brief:

  • Looking for growth outside of its core suitcases, Away on Wednesday introduced F.A.R — For All Routes, a new line of outdoor travel products, according to a company press release
  • The line includes duffle bags, backpacks, tote bags, messenger bags, organizational cubes and pouches. Available in black, navy, green, white and other colors, the products are made of recycled materials, including nylon and polyester. 
  • The line will be available Tuesday online and in Away’s 13 stores in the U.S., the U.K. and Canada. In partnership with tiny cabin provider Getaway, Away is also giving away a free two-night stay at a Getaway Outpost for shoppers who buy a F.A.R product in stores before July 7.

Dive Insight:

With F.A.R, Away said it aims to refresh a “traditionally utilitarian category.” Jen Rubio, CEO and co-founder of Away, said in a statement that the brand is trying to meet evolving consumer tastes.

“During the pandemic, the trend of increasing interest in outdoor travel significantly accelerated,” Rubio said. “That shift, coupled with growing excitement for travel as a whole, has resulted in customer demand reaching new heights. With the insight that over half of travelers expect their post-pandemic trips to be different — including a strong desire to reconnect with nature, adventure, and the outside — we developed F.A.R to enable our customers, both new and existing, to take more types of trips with Away.”

Indeed, the COVID-19 pandemic has impacted Away, much like it has the rest of the travel industry. In April 2020, the company cited the pandemic as the reason why it laid off 10% of its staff and furloughed roughly half of the team. Leading up to

Read the rest