Airline loyalty programs: What perks most attract Singaporeans & do they influence flight bookings?
Singapore Airlines recently launched a promotion for members of its KrisFlyer rewards programme. From 3-16 November, members will earn 1500 KrisFlyer Miles for every $500 spent on Singapore Airlines flight tickets using the UOB-KrisFlyer credit card. KrisFlyer Miles can be used to redeem free flight tickets and seat upgrades.
But how popular are airline loyalty programs in Singapore? What perks and privileges do travellers find most attractive – and how does this vary demographically? Crucially, to what extent does loyalty membership with an airline guide how Singaporeans choose their flight bookings?
In this article, we dive deep into YouGov’s latest study on frequent flyer programs – and distill key insights on the consumer popularity, interest and influence of airline loyalty programmes in Singapore.
How popular are airline loyalty programs with travellers from Singapore?
Latest YouGov Surveys research shows that three in five (61%) Singapore consumers are a member of at least one airline loyalty program.
Almost half (48%) are members of Singapore Airlines / Scoot KrisFlyer – by far the most popular airline loyalty club – well ahead of Emirates Skywards (8%) and Cathay Pacific Asia Miles (6%), the next most popular loyalty programs.
Which airline loyalty program perks do Singaporean travellers find most appealing?
When asked about the top two benefits they most appreciate about being an airline loyalty club member, over half (55%) highlight being able to redeem their miles for discounted / free flights as a top perk.
About close to two in five (38%) value seat upgrades as a top advantage, followed by airport lounge access (27%) – rounding out the three most popular perks.
Travel savings on hotel bookings (20%) and additional luggage allowance (18%) are next most popular, ahead of deals on retail purchases (13%), priority boarding (12%) and dedicated customer service (6%).
While the relative popularity of various perks is consistent across genders, women are significantly more likely than men to prize redeeming miles for discounted / free flights (60% vs 51%), while men are significantly more likely than women to prize airport lounge access (32% vs 22%).
Across different generations of airline loyalty club members, getting discounts / redemptions on flight tickets is the most popular perk, but especially among Millennials (62%). Additionally, Gen Z airline loyalty club members are significantly more likely to prize additional luggage allowance (23%) compared to other birth cohorts.
To what extent does airline loyalty membership guide the flight booking choices of travellers from Singapore?
When airline loyalty program members were asked how they typically decide on international flight bookings, close to half (47%) say they start off by searching among airlines where they are a loyalty member – with 14% saying they will typically choose between flights offered by such airlines only.
About one in five (21%) say they will first search for flights that fit their travel schedule, before using loyalty membership to decide between the suitable options.
However, 29% say their airline loyalty program memberships have no influence on which international flight tickets they book.
Additionally, men are significantly more likely than women to prioritise airlines where they are a loyalty member at the outset of their search for international flight tickets (51% vs 41%).
Across generations, Gen Z are most likely than other birth cohorts to start off their flight ticket search based on loyalty membership (52%), while Baby Boomers are least likely to (41%).
Notably, more than a third of Baby Boomers (35%) say that their airline loyalty memberships have no influence on the international flight tickets they ultimately book.
This article is part of a deep dive series exploring key insights on the popularity, interest and influence of travel loyalty programs in the airline and hospitality sectors. Read our companion articles in the series below:
➤ Airline loyalty programs: what perks most attract Australians & do they influence flight bookings?
➤ Hotel loyalty programs: what perks most attract Singaporeans & do they guide accommodation choices?
➤ Hotel loyalty programs: what perks most attract Australians & do they guide accommodation choices?
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in November 2023, with a nationally representative sample of 1,026 adults (aged 18+ years) in Singapore, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in Singapore (18 years or older), and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about YouGov Surveys: Serviced.