Barclays US Consumer Bank has released its third annual Barclays Travel Rewards and Loyalty Report just before National Travel and Tourism Week, highlighting a growing trend among travelers who are increasingly relying on rewards and loyalty programs for travel. According to the report, which surveyed 1,000 US travelers through Wakefield Research, loyalty programs and co-branded credit cards have become crucial for many in maximizing value from their travel experiences.
A significant finding of the report is that 79% of travelers now depend on loyalty programs, with 82% admitting they would change their travel habits without such programs. The survey revealed that "set-jetting," or choosing travel destinations based on popular movies or TV shows, is influential. Around 40% of travelers have traveled due to the influence of media, and 30% are considering it.
Millennials emerged as the generation most actively using rewards to extend their travel budgets—72% are doing so, with 94% employing strategies to increase their reward points. In a gender comparison, men prefer exclusivity-based rewards, while women opt for comfort-focused perks. Among parents, there is notable interest in cruise line loyalty programs.
Doug Villone, Head of US Cards and Partnerships at Barclays US Consumer Bank, emphasized, "With a proven formula for building and growing rewards-based credit card programs, Barclays is deeply committed to understanding the evolving needs and preferences of today's travelers."
The report also indicates strong loyalty program participation across different age groups, with Gen X and Millennials leading at 85% enrollment. Men and women show similar levels of engagement with loyalty programs, although they have distinct preferences.
Parents appear particularly conscious of the financial benefits of planning credit card usage for rewards. Half of them strongly agree that not earning rewards equates to a financial loss.
Villone further commented, “By tailoring loyalty programs to specific audiences, we can ensure we deliver value that truly resonates with each customer's unique journey and empowers them to pursue their travel aspirations with confidence and ease, through the brands they know and love.”
Barclays’ findings stem from a survey conducted among US adult travelers between March 10 and March 18, 2025, who had traveled by air in the past year and intended to travel again soon.
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