Understanding Canadian Travel Loyalty: Key Insights

When it comes to travel, Canadians are not necessarily loyal according to a new study from iSeatz that surveyed the loyalty reward market.

iSeatz, a technology company in the loyalty space, works with major tourism brands around the world and surveyed 1136 Canadian loyalty program members and 116 industry professionals.

More than half of Canadians (54%) belong to between three and five loyalty reward programs which they are driven to join by price and savings.  The loyalty programs are not travel specific per se – think grocery or delivery loyalty programs for example – but do have travel benefits.  However, only 21% of members are aware of their rewards’ features, despite 96% of brands offering them.

Larry Wine, President of iSeatz says the redemption and awareness issue is two-fold, with both retailer and consumer facing challenges that can be resolved by focusing on user experience and ensuring rewards are relevant and accessible.

“Everyday rewards reflect a fundamental shift in how consumers view loyalty programs,” said Larry Wine, President of iSeatz. “When brands align rewards with daily life while offering aspirational benefits, they create deeper, more meaningful connections.”

58% of Canadian consumers report frustrations with user experience-related issues such as clunky platforms and confusing redemption processes.

Eighty-three percent of consumers value personalized offers, but only 8% receive tailored recommendations between completing their booking and their day of travel.

Younger generations, especially Gen Z, show heightened interest, with 30% willing to spend more when personalized options are available.

Families also want tailored offers, with 68% of households with children noting the importance of personalized offers and rewards—far above the survey average of 52%.

More brands are also exploring how Artificial Intelligence can turn vast customer data into actionable insights, with 26% prioritizing AI solutions this year.

“Brands succeed when they stop viewing loyalty as a transaction and start seeing it as a relationship,” added Wine. “Rewards should fit effortlessly into customers’ lives while inspiring them to engage more deeply with the brand.”

To read the full Canada & US survey, click here.