‘Loyalty Stickiness’ Index Shows Big Leaks: Why Your Travelers Stray

Travelers aren't as loyal as airlines and hotels might hope. That's the finding from our recent Skift Research report: European Travel Insights: Unveiling the Top Trends for 2025.

We constructed what we call a Loyalty Stickiness Index. A score of 100 would mean travelers always book within their main program rather than straying elsewhere.

Airlines fare best, with stickiness scores of 62–66. But even that means roughly a third of bookings leak outside their primary program.

Hotels do worse, averaging just 53. For an industry that has spent billions building loyalty, those gaps are telling.