The study by Alpha Research and Bournemouth University on behalf of hotel loyalty club Wanup looked at data collected from a large group of 25 to 55 year olds in the UK, France, Italy, Germany and Spain. It revealed that 62 per cent of business travellers participate in a reward scheme, particularly those associated with large hotel chains and online travel agencies. Those who do not participate in loyalty schemes cite a lack of variety as a reason, with 80 per cent saying they would sign up to a programme if hotels offered a more personalised service. A further 73.6 per cent said points are too difficult to redeem because they expire. When asked which benefits would entice them to join, 79 per cent picked a cash incentive and 53 per cent said they’d be more likely to sign up if they were referred by a friend. Wanup’s survey also found some interesting cultural differences. UK business travellers were the least likely to describe their ethic as ‘work hard/play hard’ – 28.6 per cent, compared to 44.9 per cent of Germans and 38.6 per cent of Italians. Brits were more likely to be part of a large hotel chain’s loyalty scheme at 69.5 per cent, but were also the most likely to express dissatisfaction with their chosen program. Get the full story at Buying Business Travel Read also "US travelers are heavy users of loyalty programs"