A recent VTB survey, reviewed by socialbites.ca, reveals practical trends among bonus card holders when it comes to airline loyalty. More than half of respondents prefer to receive airline cashback in rubles, with 59% choosing this option. A closely related preference is to use miles to book additional airline tickets, chosen by 57% of those surveyed. The findings highlight how loyalty programs shape everyday travel decisions and spending habits for a broad segment of Russian travelers.
Beyond cashback and miles, the survey sheds light on what loyalty features matter most. A strong majority, 68%, value bonuses or miles as a core benefit. Access to business lounges and expedited service in check-in and security queues attract 46% of respondents, underscoring the premium on comfort and efficiency during travel. Hotel reservations through partner programs also resonate with 45% of participants, illustrating how cross-category partnerships can enhance perceived value in loyalty ecosystems.
When it comes to upgrading service class, about one third of respondents considered the upgrade option a meaningful benefit. Separately, 13% indicated a charitable impulse, choosing to donate their bonuses to charity rather than redeem them for travel. These patterns reveal a mix of self-reward and social responsibility embedded in consumer loyalty behaviors.
The VTB research also notes that a majority of Russians who fly regularly engage with airline loyalty programs. Specifically, 63% of frequent fliers participate in some loyalty scheme, and among them, 41% hold special bank cards tied to these programs. This combination of airline incentives and bank-linked benefits points to a tightly integrated financial-travel ecosystem, where rewards are designed to reinforce repeat travel and card usage within a single ecosystem.
The survey drew on a diverse sample of 1,500 Russians aged 18 to 65, spanning cities with populations over 100,000. This breadth helps capture a range of attitudes toward loyalty, from occasional travelers to more frequent flyers, and across different regional travel needs and spending patterns. The results offer a window into how loyalty programs are perceived and utilized in everyday life, not just among a niche group of enthusiasts.
Looking at travel behavior patterns beyond loyalty points, the survey also touched on popular destinations for a beach holiday in early August. The top five affordable coastal escapes included Anapa, Greater Sochi, Abkhazia, Hainan, and the United Arab Emirates. These choices reflect a blend of domestic and international options that remain attractive to budget-conscious travelers seeking sun and sea during peak vacation periods. Price sensitivity, flight availability, and hotel deals in these locations likely contribute to their staying power in consumer consideration sets during the summer peak season.
In broader terms, the study hints at how Russians balance loyalty rewards with practical travel planning. Cashback in rubles, the ability to accrue and redeem miles, lounge access, and partner hotel bookings collectively shape a loyalty profile that favors tangible, immediate benefits while also offering aspirational upgrades. Bank-linked programs add a layer of financial convenience, suggesting that rewards strategies work best when they align with everyday banking needs and travel plans. For travelers prioritizing value, the combination of flexible redemption options and comfortable travel experiences remains a decisive factor in choosing one loyalty program over another.
Altogether, the findings from the VTB research paint a coherent picture of how loyalty programs influence travel choices, spending behavior, and destination preferences among a broad audience. The data underscore the importance for airlines and partners to create multi-faceted reward structures—ones that deliver cash-like benefits, meaningful mileage opportunities, lounge experiences, and coordinated hotel offerings. In practical terms, travelers benefit most when programs offer a mix of immediate value and aspirational perks, supported by financial products that simplify everyday life. As loyalty ecosystems continue to evolve, understanding these preferences helps carriers and banks tailor rewards to real-world travel needs, encouraging repeat journeys and sustained engagement with the programs themselves.