This report is based on two online surveys conducted by iSeatz in November and December 2024. The first survey collected responses from 1,136 Canadian consumers enrolled in loyalty programs offering travel-related rewards, examining their perceptions of loyalty and travel preferences. To ensure accuracy, results were weighted for demographic representation. The second survey gathered insights from 116 loyalty and marketing professionals in Canada, focusing on their program challenges and priorities. These responses were reported without weighting.

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This is one of two Tipping Point reports released this year. The second, available here, examines the U.S. travel loyalty market based on a similar survey of American consumers and loyalty program professionals as well as two prior years of survey data.

• Canada: A Loyalty Market Shaped by Shifting Priorities and Value-Driven Decisions
• Awareness Meets Action: A Path to Differentiation
• Aligning Loyalty Programs with the Needs of Budget-Conscious Consumers
• From Discordant Strategies to Unified Growth
• Tailoring Loyalty Programs to Canadian Consumer Preferences
• Designing Loyalty Programs to Reflect Canadian Values