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Singapore travelers: operators’ reward programmes are unsatisfactory

Ike Suarez | Dec. 15, 2014
Collinson Latitude releases results of its worldwide survey.

Travel operators' reward programmes influence purchase decisions by Singapore travelers and over half of the latter are dissatisfied with programmes the former presently offer.

This was according to the e-commerce solutions and content provider, Collinson Latitude as it announced results relevant to Singapore of a global survey it had done recently on reward programmes for travelers.

The results published in a report," A Guide to Reward Programmes: The Traveller's Review," the survey having questioned 4000 consumers worldwide.

The survey by the London-based Collinson Latitude showd 76 % of travellers' purchase decisions in Singapore are sometimes, often or always influenced by operators' reward programmes.

Quality of Rewards

It said 68 % of travelers consider the quality of rewards offered when making travel purchase decisions.

However, 56% of Singapore consumers expressed lack of satisfaction with programmes presently offered.

Key areas of this dissatisfaction were ease of use, relevancy and choice and service levels.

The survey showed 61% of Singapore consumers considered reward programmes as overcomplicated.

On the other hand, 25% of Singapore consumers said more travel rewards choices would help improve their experience.

At the same time, 11% pf Singapore consumers expressed unhappiness with the levels of service offered by operators' programmes.

The press statement said simple steps to address these issues could improve the value of their redemption programmes.

Such programmes would have to be tailored to the individual needs of each consumer, as a "one size fits all" approach no longer proved effective.




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