Amadeus Study Reveals True Value of Airline Loyalty Programs for Travelers
A new study by Amadeus Group indicates that while airline loyalty scheme membership doesn't always translate to direct customer loyalty, many travelers expect tangible benefits and good value for money.
Amadeus IT Group has released findings from a study examining the perceived value and effectiveness of airline loyalty programs. The research, conducted by Amadeus and published in March 2026, surveyed 9,500 travelers across seven global markets.
The data suggests that while 35% of respondents stated that loyalty program membership influences them to book with a specific supplier, a significant portion (28%) of members book with various operators. This highlights a disconnect between program enrollment and actual customer loyalty.
The analysis distinguishes between a "loyalty scheme," defined as a sales and marketing tool, and "loyalty" itself, an abstract emotional concept. Amadeus emphasizes that airlines should focus on delivering overall customer experience and clear value for money, as program membership alone does not guarantee consistent bookings.
Furthermore, the study found that 22% of leisure travelers are not subscribed to any loyalty scheme. Significant regional differences were observed, with the UK and France showing higher percentages of non-members (around 40%) compared to India and China (around 6-8%). This suggests potential for growth in mature markets.
Respondents cited feeling understood and valued as drivers of loyalty, with loyalty programs offering tangible benefits like priority services and lounge access. However, industry insights indicate that perceived value for money more strongly influences a traveler's choice of a "go-to" brand than loyalty program benefits alone.