On May 1, 2025, Barclays US Consumer Bank released the third annual Travel Rewards and Loyalty Report, highlighting the increasing tendency of travelers to use rewards and loyalty programs. The report, developed from a survey conducted by Wakefield Research with 1,000 US travelers, provides insight into how loyalty programs and co-branded credit cards are key to maximizing value.
Results from the report indicate that rewards are vital for most travelers, with 79% relying on loyalty programs. Of those surveyed, 82% indicated they would either change their travel habits or not travel at all without the benefits of travel rewards. The study also mentions that 69% of travelers connect their travel destination choices with favorite TV shows or movies.
Doug Villone, Head of US Cards and Partnerships at Barclays US Consumer Bank, commented on the findings, stating, “With a proven formula for building and growing rewards-based credit card programs, Barclays is deeply committed to understanding the evolving needs and preferences of today's travelers.” He emphasized the need for personalized travel rewards, considering the diverse consumer engagement with such programs.
The report details various trends, such as set-jetting, where more than two-thirds of travelers select destinations inspired by television or movies. Millennials are at the forefront, with 72% utilizing rewards-focused methods to budget for travel, and 94% applying strategic measures to earn more points.
A gender-focused analysis shows men prefer exclusivity-based rewards, whereas women favor comfort and convenience-centric rewards. Among parents, there is high enthusiasm for rewards, with significant interest in cruise lines.
Additional findings indicate variations across generations. Gen Z and Millennials are more inclined to choose travel spots based on media, with 81% showing such preferences. For loyalty program enrollment, Millennials and Gen X lead with 85%, followed by Baby Boomers at 80% and Gen Z at 75%. Men and women have parallel tastes in programs, preferring rewards that reduce costs.
Villone added, “By tailoring loyalty programs to specific audiences, we can ensure we deliver value that truly resonates with each customer's unique journey and empowers them to pursue their travel aspirations with confidence and ease, through the brands they know and love.”
This survey, conducted between March 10 and March 18, 2025, defined "travelers" as individuals who have flown in the past year and are planning to fly again in the next year.
Barclays US Consumer Bank positions itself as a prominent co-branded credit card issuer, contributing significantly to customer loyalty and engagement in the United States. For further details on Barclays and its services, visit www.BarclaysUS.com.