iSeatz Report Reveals How Travel and Hospitality Can Enhance Member Experiences

Wednesday, March 13, 2024

iSeatz unveils “The Power of Connection,” a report on loyalty within membership orgs, highlighting the impact of shared interests and emotional bonds.

iSeatz, a leader in the development of technology solutions for loyalty programs within the global travel and hospitality industries, has introduced a trailblazing survey report titled, “The Power of Connection: Exploring Membership Organizations and Their Loyalty Approaches.” This innovative study focuses on the impact of loyalty programs within membership-based organizations, marking a pioneering endeavor in the travel and hospitality sectors with its unique concentration. The report underscores notable distinctions from conventional loyalty programs, particularly highlighting the importance of shared interests and emotional ties among members within these communities.

“The Power of Connection: Exploring Membership Organizations and Their Loyalty Approaches” emerges as the only report within the global travel and hospitality industries aimed at thoroughly investigating these groups and their members. It reveals a distinct set of motivations, preferences, and needs, setting it apart from traditional analyses of loyalty programs in the travel and hospitality sectors.

“Our report sets a new standard for understanding the dynamics of loyalty within the membership-based sector by pinpointing the distinct needs and goals of membership communities, something never done before,” says Kenneth Purcell, CEO of iSeatz. “Understanding the ‘how’ and ‘why’ behind members’ behavior ensures that membership organizations can develop effective loyalty strategies that enhance engagement and retention and unlock new avenues for sustainable growth.”

This report is the result of a comprehensive survey involving 251 professionals who oversee or direct membership organizations in areas concerning member attraction, retention, or engagement. It also includes insights from over 2,000 U.S. individuals actively involved with clubs, associations, trade groups, private membership bodies, or subscription-based programs. The findings offer in-depth understanding into the operational challenges and varied objectives of loyalty programs across the travel and hospitality sectors, from reward offerings and investment priorities to strategies for new member attraction, revenue enhancement, and improving member experiences. A consensus among these organizations highlights the pivotal role of enhanced travel rewards and platforms in attracting new members and increasing engagement among existing ones.

The conventional transaction-based model for building loyalty faces limitations in effectively engaging and retaining members. The report’s insights spotlight the opportunity for significant enhancements in member engagement through innovative marketing strategies, improved travel booking capabilities, and the development of more sophisticated travel loyalty technologies within the travel and hospitality industries. These advancements are poised to uplift member engagement, attract new participants, and enrich the experiences of current members in the sector.

A Shift in Consumer Connection

The drive behind individuals joining membership-based entities is more aligned with shared interests and values than the typical incentives offered by traditional loyalty programs. The research suggests that within the global travel and hospitality industries, loyalty strategies that emphasize community support and social bonds are more effective. This approach leverages the strong brand loyalty and inherent value that define the relationship between members and their organizations, contrasting with the transactional nature of the typical customer-loyalty program dynamic.

Significant findings from the study include:

• A substantial 80% of members engage with their preferred organizations weekly, with 33% interacting daily, 32% a few times per week, and 15% weekly.
• Many membership organizations fall short in offering enticing travel and lifestyle rewards, which are highly sought after by members within the travel and hospitality sectors.
• Despite 93% of surveyed organizations in the travel and hospitality industries offering travel booking services, 29% of members infrequently book travel through these channels, indicating a considerable challenge that needs addressing.
• Membership organizations prioritize their investments distinctively from traditional brands, with 60% focusing on marketing and 37% on personalization, diverging from the usual brand emphasis on incremental loyalty experience and platform improvements.
• Subscribers to services or programs are more engaged in loyalty schemes (56% belong to more than three programs versus a 26% overall average), interact more regularly, and value everyday discounts and unique experiences more highly.

“It’s no longer just about value. Affinities run deeper, and although value continues to be a key motivating factor, it doesn’t solely define a membership organization’s intrinsic worth,” says Kenneth Purcell, CEO of iSeatz. “Investing in technology, robust rewards portfolios, and superior user experience presents a transformative opportunity for membership organizations to increase engagement among current members and attract new members with a revamped value proposition.”

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