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.