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The No. 1 reason a high-value traveler chooses to book with a particular brand is customer service, not a loyalty program.

Google/Greenberg, U.S., High-Value Traveler Research, Base: Business and leisure travelers, n=1151, June 2018.

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Related Data

High-value travelers make an annual average of 7 airline bookings.
Google/Greenberg

High-value travelers make an annual average of 9 hotel bookings.
Google/Greenberg

Only 21% of high-value travelers will sacrifice comfort for a lower price.
Google/Greenberg
87%

of high-value travelers have status with at least 1 airline or hotel brand.
Google/Greenberg

Loyalty programs rank No. 4 in consideration when high-value travelers choose a brand to book travel with.
Google/Greenberg
60%

of high-value travelers consider customer service as their priority when choosing a brand for booking travel.
Google/Greenberg