-
Image Credit Barclays
The Barclays 2025 Travel Rewards and Loyalty Report reveals that nearly 80% of travelers rely on loyalty programs, with Millennials leading the way. The trend of selecting travel destinations from favorite TV shows or movies, known as set-jetting, is also gaining traction.
The Rise of Travel Rewards Programs
Based on a survey of 1,000 US travelers by Wakefield Research, the third annual Barclays Travel Rewards and Loyalty Report reveals that travelers are increasingly turning to rewards and loyalty programs to maximize value. Nearly 79% of travelers depend on these programs, a rise from the previous years. An important finding is that 82% of travelers admit they would have to travel differently, or not at all, without travel rewards.
Trends: Set-Jetting and Generational Preferences
The report also uncovers the rising trend of “set-jetting.” Over two-thirds of travelers have chosen or plan to choose a travel destination because of a favorite TV show or movie, with 40% having done so and 30% aspiring to do so. Millennials lead in utilizing rewards-focused methods to stretch their travel budgets. They are also more likely to strategically use techniques to earn more points compared to other generations.
Gender and Family Status Influence Reward Preferences
Men tend to favor exclusivity-based rewards such as upgrades, while women lean towards comfort and convenience-focused rewards, like free checked bags. Parents emerge as the most rewards-savvy demographic, with a growing interest in cruise lines. One in five parents is already enrolled in a cruise line loyalty program.
Further Findings and Conclusion
Additional findings reveal that younger generations, fueled by streaming services and binge-watching, are more likely to select destinations based on TV and movie locations. Enrollment in loyalty programs is strong across generations, with Gen X and Millennials leading at 85%. Both men and women value earning rewards and lowering costs, leading to similar engagement levels. Parents particularly value rewards, with half of the surveyed parents strongly agreeing that consumers who don’t plan their credit card usage to earn rewards are missing out.
In conclusion, Barclays highlights the importance of tailoring loyalty programs to specific audiences to deliver value that resonates with each customer’s unique journey. The bank remains committed to working with its partners to ensure its rewards programs remain relevant and provide exceptional value to cardmembers.
Discover more at Barclays.
