The recession is taking a toll on travel industry loyalty marketing and rewards programs, according to Colloquy research on U.S. consumer attitudes and perceptions.

Travel programs have seen a 31.2% decline in active participation since 2007, which means the general population actively participated in 1.5 travel-related loyalty programs in 2009 compared to 2.18 programs in 2007, when the research was last completed.

The travel-specific results indicate that customers are consolidating their spend with fewer hotels and fewer airlines as the travel-whenever-you-want-for-business "bubble" has burst, and consumers are no longer able to earn elite status in multiple programs.

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