Travellers remain loyal to brands

• Hilton Hotels release survey findings
• Travellers stay loyal to brands
• Australia tops loyalty stakes

Regional - New research conducted by Hilton HHonors - the loyalty programme for the Hilton Family of Hotels - has found that 62% of travellers across Asia Pacific are currently feeling ‘as loyal' or ‘even more loyal' to brands in response to the economic downturn.

These findings were the result of an Asia Pacific survey conducted by Hilton HHonors with 5,000 respondents across Australia, China, India, Japan and South Korea. When broken down by market, the survey found that 79% of Australians felt more or equally loyal, as did 73% of those in China, 69% in India and 59% in Japan.

Conversely South Koreans felt less optimistic with only 27% sitting in the ‘as loyal' or ‘more loyal' group.

Survey participants were also asked if they would choose a specific hotel even if they knew it was more expensive but would accrue them personal loyalty points. Almost half (47%) of all travellers surveyed agreed that they would.

"What this new research shows is that it is the added value provided through loyalty programmes, more than price, which remains the critical factor in a customer decision making," Deborah Merrens, Hilton Hotels' director of strategic partnerships, said.

"This means that loyalty continues to be a key to any brand aiming to retain and attract customers. As HHonors research shows, when the going gets tough, the customer gets loyal."

Study participants had to meet the criteria of taking at least two domestic business or leisure air round trips in the past 12 months.

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