The travel industry has a long tradition of loyalty schemes thanks to hotel reward nights, frequent flyer airline programs, and co-branded credit cards. There are several different types of loyalty program structures with a wide range of benefits, such as points, free gifts, discounts, free shipping, exclusive events, tiers, and the like. However, the average consumer is suffering from loyalty fatigue. According to the 2017 Colloquy Loyalty Census, the average U.S. household has 30 loyalty schemes, but 54 percent of them are inactive. To optimize every single scheme seems unachievable to many, bar those that thrive on the challenge of points collection and redemption. According to Euromonitor International’s Global Consumer Trends Survey, only 28 percent of consumers globally said that they shopped more often at stores or websites where they have a loyalty card or membership in 2016, with the influence of loyalty declining, down from 34 percent in 2013. Get the full story at Skift