Is Gen Z really disloyal?
Phocuswright's research 'Beyond Points: Rethinking Loyalty and Brand Consistency in Travel' reveals that Gen Z is not disloyal but values novelty. When novelty and loyalty compete, novelty often wins. However, Gen Z and millennials show high engagement in loyalty programs, with higher redemption rates than other generations. They prefer credit card points and OTA programs for their diverse redemption options. The report suggests loyalty programs need to offer variety in both earning and burning to attract younger travelers.
Impact and considerations
Understanding Gen Z's loyalty behavior is crucial for travel brands to design effective loyalty programs, impacting customer retention and marketing strategies.
Key points
- Gen Z is not disloyal but values novelty.
- Gen Z and millennials show high engagement in loyalty programs.
- They prefer credit card points and OTA programs.
- Loyalty programs need to offer variety in earning and burning.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 10 Mar 2026, 15:00
- Page published
- 13 Aug 2026, 08:26
- Last updated
- 10 Mar 2026, 15:00
- Original links
- PhocusWire All News：Is Gen Z really disloyal? | PhocusWire (opens in a new tab)Primary source · en · Published 10 Mar 2026, 15:00