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Travel rewards points programs are an important tool for the American consumer today. CivicScience data find that 52% of U.S. adults use travel rewards programs with some frequency throughout the year. Among users, 47% are using them either every time they travel (18%) or multiple times per year (29%). The allure of rewards programs extends to the financial sector, prompting a notable share of consumers to apply for new credit cards in the near term to secure rewards.
3 in 5 Americans Say Travel Rewards Are Important to Them When Booking
The demand and usage of travel programs are actively influencing travel decisions today. In fact, new consumer-declared data show that 21% of U.S. adults report that travel rewards/points are ‘very’ important to them when deciding which airlines and hotels to book, and 39% saying these perks are at least ‘somewhat’ important. Emphasizing these incentives offers clear leverage for travel and hospitality brands, particularly those hoping to engage younger consumers. Americans under 45 value these perks at a notably higher rate than the average, but Millennials edge ahead in believing they’re ‘very’ important when purchasing travel.
The Travel Benefits Americans Love Most
CivicScience’s consumer-reported data enables deeper dives into the specific travel benefits Americans are most interested in. Unsurprisingly, Gen Pop rewards users tend to coalesce around free/discounted lodging and flights (led by those who rate rewards as ‘very’ important). Flight seat upgrades and exclusive discounts follow as immediate secondary perks.
But differences emerge across several key travel audiences. For instance, travelers who say rewards are ‘very’ important to them align with frequent self-care travelers in their desire for exclusive discounts. Americans who travel for leisure three or more times per year, meanwhile, are most likely to care about exclusive experiences and events. So while the obvious perks draw the most attention, it’s not a one-size-fits-all.
Rewards Perks May Factor Into Winter Holiday Travel
Americans aren’t just planning for holiday shopping; they’re also thinking ahead to holiday travel. So far, 33% of holiday celebrators tell CivicScience they’re planning to travel for the winter holidays this year, a slight uptick from 31% in the summer of 2025. Travel rewards points hold great value among these planned travelers, especially compared to the Gen Pop. Just 21% say these benefits are ‘not at all’ important, while 33% say they’re ‘very’ important in guiding their travel decisions for the season.
Why It Matters For Brands
Of course, the ability to stay or fly for free or at a discounted rate is hard to beat, particularly amid rising travel costs. But when the prices are higher than normal, loyalty matters most, and travel rewards programs are a key avenue to building that loyalty. Nearly half of consumers (47%) who say travel rewards are ‘very’ important are more than twice as likely to be ‘very’ loyal to those brands, compared with those who find rewards unimportant (21%). Today, winning market share means leveraging every available advantage. Travel rewards programs are a powerful tool to do just that, and real-time consumer insights from CivicScience are another.
