Affluent are more loyal

A survey by Parago, a Dallas, Texas marketing company survey published in their 2004/2005 Customer Loyalty Research Report that the more affluent households are more loyal. They cite 94% of high income households indicated that their membership in a loyalty rewards program had a strong to moderate influence on their purchasing decision versus 78% for all consumers. One of the observations was that the high income households were less interested in price discounts and more interested in receiving both rewards and recognition for their loyalty.

For airline loyalty programs, 92% of high income households enrolled compared to 51% for all respondents. With respect to hotel loyalty programs, 78% of high income households enrolled compared to 35% of the general population.