Loyalty schemes are crucial in the current economic climate, say travel industry directors and managers in new research.

The report from  GI Insight  reveals that 95% of finance directors and managers in the sector consider loyalty programmes key in preventing customer defection, maintaining a competitive edge and supporting commercial health in the recession. 

According to the study four out of five finance directors and managers in British firms believe companies with a loyalty scheme will come out of the current economic downturn with ‘significant competitive advantage’.    GI Insight managing director Andy Wood said: “Loyalty schemes are of great value to both value travel services providers and premium ones during a recession. The value end is experiencing an influx of custom from premium providers as customers tighten the purse strings and seek cheaper alternatives.