Austria: A Nation of Savvy Savers

• The average Austrian loyalty scheme member bags 97 Euros a month in freebies and holds two loyalty cards – up 16% percent over the last five years
• Millennials save the most – 120 Euros worth each year 
• Regional differences: Burgenland is crowned the biggest points spender, while Vienna residents are the least romantic – one in five (18%) opt for a freebie over a date
• The findings are revealed as Hilton launches a new Hilton Honors credit card in partnership with Advanzia, allowing customers to earn Hilton Honors Points on all purchases and turn everyday spending into hotel stays

VIENNA, Austria – New research from Hilton (NYSE: HLT) reveals that Austrians are more loyal than ever. Nearly two thirds (67%) of the nation have two or more loyalty cards, up from just over half (51%) five years ago, with 81% of people using rewards to treat themselves each year. 

Millennials are the savviest savers. While the average card holder receives 97 Euros worth of rewards annually, 35 - 44 year olds save 26% more – 120 Euros worth each year. What’s more, Millennials are nearly twice as likely to sign up to a loyalty programme than the over 65s (70% vs. 39%). The thrill of the freebie is the driving force, with 17% of 18 - 24 year olds saying they experience a small ´dopamine hit’ from redeeming points to get something for free. In fact, loyalty is so key to this generation of savvy spenders that one in 10 (12%) say they are most likely to avoid a retailer or service provider if it doesn’t offer a good loyalty scheme.

However, where you live affects how you spend. Those from Burgenland are twice as likely (39%) to splash out on high value items such as electricals, flights and hotel stays, compared to those in Styria (22%). Vienna is also revealed as the country’s least romantic spot with nearly a fifth (18%) of people from the city preferring to bag a freebie than go on a date with a partner.

Nationally, the research also found that almost three in 10 Austrians (30%) use their points to treat themselves to an expensive purchase they couldn´t normally afford. Almost three fifths (59%) of Austrians would also apply for a new credit card just to earn points faster for their preferred loyalty programme. 

When it comes to what people value the most, half (51%) of all Austrian loyalty card holders prioritise being able to receive tangible rewards, such as discounts, free products or meals out. Clothing (18%), meals out (17%) and electrical items (16%) rank high as some of the key redemption treats, while more than one in 10 people would prioritise hotel stays (12%) and weekend breaks (11%).

The news comes as Hilton launches the new Hilton Honors credit card in partnership with Advanzia Bank. The credit card offers customers improved rewards and benefits, including an automatic upgrade to Hilton Honors Gold Elite status – giving members free breakfasts for up to two people* as well as other perks – alongside a complimentary travel insurance package and zero ATM withdrawal and foreign exchange fees. 

Cardholders also receive 6,000 Hilton Honors bonus Points after the first card transaction and then earn two Hilton Honors bonus Points for every eligible 1 Euro spent at Hilton hotels, or one Point for every 1 Euro spent elsewhere, which can later be redeemed for hotel stays.

“Austrian consumers are becoming increasingly smart about leveraging the value of their loyalty programme memberships,” says Heather Laverne, vice president and head of international co-brands, Hilton. "They are attracted to multiple rewards and flexible redemption options that reflect their individual lifestyles, interests and preferences. With the launch of the new Hilton Honors credit card in Austria, we are responding to these evolving demands of today’s loyalty customer with an attractive rewards portfolio, including Hilton Honors membership upgrades with free breakfasts or food and drink credits* - and ultimately with a way to turn everyday spending into a stay."

The new Hilton Honors credit card is now available in Austria. For more information and details on how to apply, visit www.hiltonhonorscreditcard.at.

To join Hilton Honors visit https://www.hilton.com/de/hilton-honors/

*Dependent on brand and region

To read the German version of this release, click here.