Over the summer it dawned on me that travelers are some of the most loyal customers I’ve ever met; they won’t hesitate to let you know where they stand. From airlines to cruise ships and every hotel in between travelers normally have a brand and they don’t like to stray. It makes me wonder how people become so loyal in the first place.
For airline travelers it’s easy- what city do you fly from and what airline has their hub in your city? Being loyal to that brand will probably pay off in the long run. You’ll likely have more flight options, possibly better deals, and it is easier to build miles for rewards when your flight options on a specific airline are more abundant than others. With miles you can earn free flights (who doesn’t love free!), upgrade your seat, maybe gain access to the lounge, and for some they love the game to see how many miles they can earn! I can see why frequent flyers become such loyal birds.
If you’ve ever cruised or have a friend who likes to cruise I’m sure you’ve had a conversation about your favorite line and why your friend’s cruise line is better 😊. I have never met a group of people more passionate about a brand than those who cruise. If you happen to take a cruise on a different line, fellow travelers can’t help but tell you why their favorite is better!
Over the past couple of years I have been lucky enough to get into cruising. In fact, I’ve been on four cruises over the past three years. I’ve been to Alaska, Bermuda, Nova Scotia, Bay of Fundy, Barcelona, and Italy. I cruised on two different lines and one of my biggest takeaways from fellow passengers that I’ve met along the way was how loyal they were to the cruise line we were or weren’t on. I’m left wondering: How do cruisers become so loyal to a particular cruise line?
People cruise for all kinds of reasons- high-quality food, top-notch shows, time at the pool, an affordable drink package, feeling luxury in your room, a high-end spa, overall quality service, having a nice gym, quality drinks with an exciting night life, meeting people, seeing a great port, or maybe you love a good at sea day with lots of options! Whatever your reason, it’s a good one! What surprises me most is when cruisers try a different line but spend the entire trip comparing it to their favorite. Each cruise line has pros and cons; I just hope people don’t get too caught up in what they don’t like about a specific cruise when they could enjoy what they do like about the experience.
Upon reflection I think the answer is easy: status. Being brand loyal we normally create status with the company and who doesn’t want to see their hard-earned money work harder for them. Status means perks, discounts, and maybe even a taste of luxury that one wouldn’t normally have at home. Loyalty can be rewarding, but it can also narrow our perspective if we become so attached to one brand that we miss the unique qualities of another experience. Companies certainly benefit from customer loyalty, but travelers benefit too. They get a product they know and trust, along with perks, recognition, and a little extra luxury that comes with earning status.
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