Travelers aren’t as loyal as airlines and hotels might hope. That’s the finding from our recent Skift Research report: European Travel Insights: Unveiling the Top Trends for 2025.
We constructed what we call a Loyalty Stickiness Index. A score of 100 would mean travelers always book within their main program rather than straying elsewhere.
Airlines fare best, with stickiness scores of 62–66. But even that means roughly a third of bookings leak outside their primary program.
Hotels do worse, averaging just 53. For an industry that has spent billions building loyalty, those gaps are telling.
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