AwardWallet receives compensation from advertising partners for links on the blog. The opinions expressed here are our own and have not been reviewed, provided, or approved by any bank advertiser. Here's our complete list of Advertisers.
Barclays has announced the results of its 2025 Travel Reward and Loyalty Report. The latest report reveals strong engagement with loyalty programs among travelers across all age groups and genders. Although there are some differences in program use between the genders.
Let's dig into the results.
Barclays Travel Reward and Loyalty Survey Methodology
Although the exact methodology has not been disclosed, Barclays collaborated with Wakefield Research to conduct the survey. However, below is what we know.
- The survey was conducted between March 10, 2025, and March 18, 2025
- The independent market research company reached out to 1,000 US Adult travellers during he survey
- “Travelers” were defined as individuals who have traveled by air in the last 12 months and would likely do so again in the following 12 months
Key Findings of the Barclays Travel Reward and Loyalty Survey
Key findings of the new survey are as follows:
Travel rewards are vital
A significant 79% of travelers rely on loyalty programs. This marks a notable increase from previous years. Also, 82% of respondents admit that in the absence of travel rewards, their travel habits would change substantially or, in extreme cases, cease altogether.
Don't have an AwardWallet account yet? Sign up for free and track unlimited rewards programs and travel plans!
Related: The Best Flexible Rewards Points You Can Use for (Nearly) Free Travel
Media sets are a massive draw
Television and cinema are shaping travel decisions more than ever before. Two-thirds of travelers said they were inspired to choose destinations based on their favorite TV shows or movies. Of those, 40% have already acted on this impulse, while another 30% are planning to do so in the near future.
Millennials are strategic travelers when it comes to travel rewards
Millennials are at the forefront of maximizing travel rewards. 72% are using reward-focused strategies to maximize their travel budgets. What is truly astonishing is that a whopping 94% of them are employing advanced techniques to earn points, compared to other generations.
Related: How to Achieve Your Travel Goals Using Points and Miles
Gender preferences in rewards
The survey shows a distinct divide in how men and women use travel rewards. As a rule, Men tend to favor perks emphasizing exclusivity, such as complimentary upgrades, lounge access, and more. On the other hand, women tend to lean towards practical benefits that enhance comfort and convenience, such as free checked luggage.
Parents prefer cruises
Parents stand out as the most adept at navigating rewards systems, displaying increasing interest in cruise line loyalty programs. Currently, one in five parents is enrolled in such a program, further solidifying their position as a rewards-savvy demographic.
Other notable findings in the report
- Younger travelers are more driven by binge-watching TV shows.
- There is strong engagement and enrollment in loyalty programs across all generations.
- Both men and women tend to be equally engaged in loyalty programs.
- Parents and families are invested in travel rewards programs.
Commenting on the report findings, Doug Villone, Head of US Cards and Partnerships at Barclays US Consumer Bank, stated:
“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…Our Travel Rewards and Loyalty Report underscores the importance of travel rewards personalization as consumers differ in how they engage with these programs.”
Our Take
The bottom line is that this report is excellent news, as it demonstrates that loyalty programs are effectively engaging with their customers. Although maybe not Delta and British Airways, who seem adamant on making their programs as difficult and unrewarding as possible. That said, with more and more traveler taking part in loyalty programs, many will have no choice but to up their game to keep their customers engaged.
The comments on this page are not provided, reviewed, or otherwise approved by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.