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海擇短評 Haize Comment：
相對於熟稔於價格競爭，寧願降價將會員忠誠度(Loyalty)的維護費用直接回饋給客戶的OTA；航空公司與酒店一直以積極的會員忠誠度計劃著稱，從座艙與客房升等到免票免房都很常見。不過，近期航班資料統計公司OAG的一項報告，顯示年輕用戶不再重視會員忠誠度計劃了，是這樣的嗎？
根據OAG所公告的報告"超越機票：透過獎勵和輔助服務贏得旅行者忠誠度(Beyond the Ticket: Winning Traveler Loyalty with Rewards & Ancillary Services)"，1980年至1990世代(Y世代)與1991至2010年世代(Z世代)的旅客，對航空公司忠誠度計劃的格局正在發生變化。該調查於4月進行，以美國、加拿大和墨西哥的旅客做為統計樣本；根據該報告，2023年的航空公司的忠誠度計劃研究發現兩個特點：
1. 選擇參與會員忠誠度計劃(從航空公司直購機票並積累點數)的用戶，依照年齡大小下降。1964年前出生者(嬰兒潮世代)，有89%加入會員；1965年至1980年世代(X世代)，有80%加入會員；而Y世代與Z世代分別只有70%與65%。
2. 在疫情間退出會員忠誠度計劃用戶，有一部分在疫情後未回歸。2019年有66%的樣本數參與，而2023年參與人數為52%。
OAG認為，現有的會員忠誠度計劃不夠吸引年輕人，因此給的建議是加入免費托運行李、使用機場休息室和註冊獎金的回饋。這些是很教科書式的建議，確實，純從MBA等課程培訓的忠誠度相關理論來說，針對不同的行業別，比如高客戶流失率行業、高增長市場與高忠誠度的行業，會有不同的適用理論，所以會有哪些行業應該適用於5:1法則的研究。
不過，海擇資本認為，或許年齡差異不是造成忠誠度計劃格局變動的原因，它只是結合供需與直銷/分銷收益管理差異最後產生的結果。如果市場的供需現況是供過於求，而品牌方又堅持在直銷通路死守價格，並因為直銷訂單過少，不得不在政策上放給分銷方低價位的客票，用戶棄會員忠誠度不用而向第三方購票也是很正常的事，只是疫情前價格敏感的商務客太多，現在經濟不好，購票的客群都變得更價格敏感而已。
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Compared to OTAs that prefer to reduce prices and directly give loyalty fees back to customers, airlines and hotels have long been known for their active loyalty programs, offering upgrades and free tickets or stays. However, a recent report by flight data company OAG suggests that younger users no longer value loyalty programs as much.
According to OAG's report "Beyond the Ticket: Winning Traveler Loyalty with Rewards & Ancillary Services," travelers from Generation Y (1980-1990) and Generation Z (1991-2010) are changing their views on airline loyalty programs. The survey, conducted in April with travelers from the US, Canada, and Mexico, revealed two key findings about airline loyalty programs in 2023:
1. The percentage of users participating in loyalty programs decreases with age: 89% of Baby Boomers (born before 1964) are members, 80% of Generation X (1965-1980) are members, but only 70% of Millennials and 65% of Generation Z are members.
2. Some users who left loyalty programs during the pandemic have not returned. Participation dropped from 66% in 2019 to 52% in 2023.
According to OAG, existing loyalty programs are not attractive enough to younger people. They recommend adding benefits like free checked luggage, airport lounge access, and sign-up bonuses. These textbook suggestions align with MBA-taught loyalty theories, which vary by industry, such as high customer turnover sectors, high-growth markets, and industries with high loyalty. The 5:1 rule is applicable to certain industries based on these factors.
However, Haize Capital believes that age differences might not be the cause of changes in loyalty program dynamics. Instead, these changes result from the interplay of supply and demand and differences in revenue management between direct and distribution channels. If the market is oversupplied and brands insist on maintaining prices in direct channels but must offer lower prices through distribution channels due to insufficient direct orders, it’s normal for users to abandon loyalty programs and buy tickets from third parties. Before the pandemic, price-sensitive business travelers were abundant; now, with the poor economy, more customers have become price-sensitive.
標籤 Label： Airlines Loyalty OAG Direct Selling