Consumers in the United States are eager to travel in 2022.

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According to a new study research issued this week by arrivia, a major travel loyalty and booking technology platform that works with consumer-facing enterprises globally, travelers are ready and eager to travel in 2022. As a post-COVID mentality sets in among potential passengers, the latest survey offers an optimistic forecast for a travel recovery.

arrivia asked 2,150 Americans about their travel plans for this year between December 2021 and January 2022, the peak of the COVID-19 Omicron variation. More than two-thirds of the travelers polled (69%) plan to travel in 2022, and over a quarter (24%) have already booked a trip. In contrast, a prior arrivia study and report released in mid-2021 indicated a higher level of apprehension about flying due to pandemic fears.

What’s the bottom line? The resurgence in travel has arrived.

Even after the pandemic-induced travel hiatus, customers aren’t ordering big-ticket vacation packages without thought, according to a recent survey. Prospective travelers’ primary worry is price, demonstrating that their desire to travel does not outweigh their desire for value. To realize that value, American travelers are planning “bang-for-your-buck” excursions, but they’re also leveraging points, miles, and incentives from loyalty programs to decrease or offset some of the expense of travel.

The poll findings are used to assist consumer-facing enterprises with loyalty or customer engagement programs in the Consumers’ Take on Travel report. Because the study results show that value is a top priority for consumers when planning a vacation, loyalty programs should make more high-value travel options available to members and customers.

As more businesses, not just travel companies, seek to profit from the rebound in travel, customizing loyalty and engagement tactics to consumers’ expressed preferences for value and a diverse range of travel options becomes a competitive advantage.

The survey found that Americans are ready and prepared to travel again, and that value is still a major factor in consumers’ decision-making processes. The relevance of loyalty programs to that process, particularly among younger generations, should not be underestimated.

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