When does travel brand loyalty make sense?
Sticking with one airline, hotel or car rental brand and avoiding others is the basic premise of brand loyalty
Travel brand loyalty is nothing new. Ever since Texas International Airlines and American Airlines created the first frequent-flyer programs in the late 1970s and early 1980s, travelers have been racking up miles, seeking elite status and pouring their airfare dollars into brands that offer the most perks.
Yet sticking with a single airline, hotel or rental car program comes with built-in limitations. It means narrowing one’s comparison shopping, for one thing, which can effectively increase prices. A person who’s loyal to, say, Delta Air Lines might pay $100 more for a flight on Delta in order to earn miles and status. Is that trade-off worth it?
“It has to be a really good deal for me to fly with another airline,” says Joanne Herd , travel advisor at Girasole Travel, a luxury travel booking service , who has been loyal to American Airlines for years.
She recently took a business-class flight with Singapore Airlines because it cost thousands of dollars less than those available on an American Airlines partner.
