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Nearly half of US millennials are members of a travel loyalty or rewards program, the highest among all generations, according to a Morning Consult survey. The higher their income, the more likely US adults are to belong to such a program—more than three-quarters of those earning $100,000 or more hold a membership.

Beyond the chart: The overall cost of travel in the US was up 11% YoY as of February, according to NerdWallet’s Travel Price Index. Even so, nearly a third of US consumers plan to travel more this year, per The NPD Group’s polling from last December, so travelers will likely turn to loyalty and rewards programs even more for perks or discounts.

More like this:

• Google Search gets new travel features, including a ‘price guarantee’ tool for flights
• Consumers and retailers have very different attitudes toward dynamic pricing
• Q&A: McDonald’s on the role of data in increasing customer loyalty
• Retailers and restaurants struggle to hire and retain enough workers
• Yesterday’s Chart of the Day: TikTok, take 2

Methodology: Data is from the March 2023 Morning Consult report titled "Smart Journey: Tracking Trends in the Travel & Hospitality Industry." 2,200 US adults were surveyed online during February 2023 as part of a monthly tracker. Data is weighted to U.S. adults based on gender, educational attainment, age, race, and region.