Loyalty programs generate less loyalty, study finds

A new study by Forrester Research finds that only 25% of online buyers say they are loyal to specific travel companies -- and airlines rank below both hotels and cruise lines among those few customers who still profess loyalty. "Airlines are shooting themselves in the foot," said Henry Harteveldt, Forrester's principal analyst for airlines and travel. "Their loyalty programs are just not worth what they once were to consumers."

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