This report is based on two online surveys conducted by iSeatz in November and December 2024. The first survey collected responses from 4,341 U.S. consumers enrolled in loyalty programs with travel related rewards, focusing on their loyalty perceptions and travel preferences. Results were weighted to ensure demographic accuracy. The second survey, conducted during the same period, gathered input from 256 business respondents in the U.S., all working in loyalty or marketing roles at companies offering travel or lifestyle rewards. Unlike the consumer survey, business responses were not weighted. This is one of two Tipping Point reports released this year. The second, available here, examines the Canadian travel loyalty market based on a similar survey of Canadian consumers and loyalty program professionals.

• Shifting dynamic in U.S. travel loyalty programs
• Growth countries in the U.S. travel rewards ecosystem
• Brands are playing the long game
• The economy weights heavily on consumer choices
• The persistent user experience gap
• Sustained growth - investment - in sustainability
• The immense yet untapped potential AI
• Specific groups present opportunities for increased
• The next level of travel loyalty