COLLOQUY Research Shows 76% of U.S. Business Travelers Would Extend a Stay for the Right Incentive

Changing Where We Go: Millennials Favor Cultural and Historical Destinations 17% More than the General Population

CINCINNATI--()--Three out of four U.S. business travelers (76%) said they’d prolong a work-related trip for leisure if a hotel offered a discount or additional nights, according to COLLOQUY research showing strong potential for extended-stay enticements to generate more hospitality industry revenue.

The same percentage of road warrior business travelers, 76%, said they’d extend a trip for leisure if a hotel offered the chance to have a friend or family member join at a discounted rate.

The extended-stay incentive insights are part of a broader survey in which COLLOQUY asked 2,000 Americans nationwide about travel habits, new technology, social media and loyalty rewards. The complete survey results are analyzed in a report, Travel and Loyalty: On a Journey Together. The report subtitle is Want to Capture Today’s Traveler Spend? Offer Personalized Rewards, Thoughtful and Next-Level Mobile Technology and Frictionless Customer Experiences.

The new travel and loyalty study is available for a free download at COLLOQUY is a leading provider of loyalty marketing research, publishing and education.

“One area of travel is particularly ripe for opportunity,” said COLLOQUY Editor in Chief Jeff Berry, author of the travel report. “There’s tremendous potential to generate additional revenue from business travelers by encouraging them to stay for a leisure component. They’re open to the idea; the trick is creating an incentive for them to add more personal time.”

COLLOQUY’s travel-habits research also includes a look though the viewfinder of the millennial consumer, born between 1981 and 1997.

The research shows the type of place millennials like to visit is different from the general population, especially millennials in the 18-24 age bracket. This key demographic is significantly more attracted to destinations with cultural or historical significance (76% versus 63% of the general population), large metropolitan areas (58% versus 45%), access to adventures like scuba diving and hiking (59% versus 45%) and festivals or regional events (66% versus 49%).

In other key results:

  • Nearly one in five consumers (19%) said they would scrap their travel plans upon encountering add-on charges when booking with loyalty points.
  • 74% of Americans said having a unique experience is the most important reason for taking a vacation, topping rest and relaxation at 69%.
  • Men placed more importance on vacationing for rest and relaxation than women (72% versus 67%).
  • Perhaps surprisingly, men placed more value on romantic travel surroundings than women (46% versus 41%).

Travelers’ reliance on mobile devices doesn’t cease upon arrival at a destination. Seventy-three percent said they tap mobile to check hotel reservation details, while 71% use mobile to navigate a downtown area, 66% use it to find attractions and 54% use it to search phrases in local languages.

The COLLOQUY survey results are based on an online survey completed in May 2016 of 2,000 American consumers. The margin of error is +/- 3% at a 95% confidence level.


Now in its 26th year, COLLOQUY is a leading publishing, education and research practice, bringing together loyalty practitioners from around the world. A pioneer in the industry, COLLOQUY is the first publication dedicated expressly to the art and science of loyalty marketing and has since become the go-to resource for loyalty intelligence. Today COLLOQUY engages and educates loyalty marketers with its magazine, e-newsletter and timely and comprehensive loyalty-marketing website, COLLOQUY delivers industry-leading loyalty benchmarking reports and educational workshops, webinars and speeches. Advertising, sponsorship and publishing opportunities are available via the COLLOQUY Network, a global partnership of loyalty service providers. COLLOQUY is an independently operated division of LoyaltyOne. To learn more, visit


Tim Sansbury or Laura Arnold, 513-977-2290

Release Summary

COLLOQUY Research Shows 76% of U.S. Business Travelers Would Extend a Stay for the Right Incentive, Relaxation No Longer Top Priority for Vacationers.


Tim Sansbury or Laura Arnold, 513-977-2290