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Frequent
Flyer Points Redemption Most Preferred by Australian online users
August
29th, 2001
Sydney,
Australia: 40% of Australians still
prefer to redeem their frequent flyer points for flights as opposed to
other products and services, according to a new online travel study
conducted by Sydney based research firm, APT Strategies, in
which 4,000 consumers were interviewed online in during July and August,
2001
In a
study titled 'Online Travel: Maximising Frequent
Flyer Loyalty', Australian
Internet users detailed the following answers about what they prefer to
redeem their frequent flyer points for:
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Redemption
of Frequent Flyer Points
(Source: APT Strategies August, 2001)
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(n=4,500)
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Flights
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40%
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Gift
Voucher
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15%
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Event
Concert tickets
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8%
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Hotels/Dining
out
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6%
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Outdoor
Activities
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5%
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Mobile
Phone/ PDA
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4%
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Internet
Access
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3%
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Financial
Services (ie. Insurance/home loans)
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1%
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Speaking at the Annual
TravelTech Conference in Sydney, Marc Phillips, Managing Director of APT
Strategies told the crowd of 350 attendees "the balance of power in online
travel has returned to the travel giants and the airlines are gaining
rapid response to their Internet only airfare prices, despite their efforts
to cross promote other redemption products such as wine, flowers and financial
services".
According
to the report, Australian Internet users are frustrated with booking
travel online beyond a 'point to point' destinations. Complexity of
travel combinations deter many pure online travel transactions
and there is an increasing requirement for travellers to request the human
factor when using the Internet for online travel bookings.
APT Strategies recommend
that online travel websites focus on the customer experience and conversion
of "lookers to bookers" , use email to acquire customers and only
give priority to offering frequent flyer points, gift vouchers and events
for concerts in exchange for their frequent flyer points.
About APT
Strategies Pty. Ltd.
APT Strategies is one of Australia’s first online research
firms established in 1994. APT Strategies provides clients with next generation
online intelligence accelerator services whereby analysts engage in consultation,
deliver best practice research reports and create business opportunities
for clients within our network of over 10,000 businesses throughout the
world. APT Strategies delivers innovative yet practical business analysis
and planning to focus clients on profiting from current and future technology
business models.
Contact:
Marc Phillips, CEO, APT Strategies Pty Ltd., Sydney
Email:marc.phillips@aptstrategies.com.au
Telephone: +61 2 9332 1480
Internet: http://www.aptstrategies.com.au
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