Germany: A Nation of Savvy Savers

• Average German bags 83 Euros a month in freebies and holds two loyalty cards – up 13% percent over the last five years
• Millennials save the most – 111 Euros worth each year 
• Regional differences: Bremen is crowned the biggest points spender, while Hamburg residents are the least romantic – one in five (21%) 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

BERLIN, Germany – New research from Hilton (NYSE: HLT) reveals that Germans are more loyal than ever. Nearly two thirds (65%) of the nation have two or more loyalty cards, up from just over half (52%) five years ago, with 91% of people using rewards to treat themselves each year.

Millennials are the savviest savers. While the average card holder receives 83 Euros worth of rewards annually, 25 - 34 year olds save 33% more – 111 Euros worth each year. What’s more, millennials are nearly twice as likely to sign up to a loyalty programme than the over 65s (66% vs. 37%). The thrill of the freebie is the driving force, with 15% 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 five (20%) 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 also affects how you spend. Those from metropolitan areas like Bremen are five times more likely (52%) to splash out on high value items such as electricals, flights and hotel stays, compared to those in Saarland (9%) and Schleswig-Holstein (18%). Hamburg is also revealed as the country’s least romantic spot with nearly a quarter (21%) of people from the city preferring to get their hands on a freebie than go on a date with a partner.

Nationally, the research found that more than a quarter of Germans (28%) use their points to treat themselves to an expensive purchase they couldn’t normally afford. More than 50% of Germans 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, 40% of all German loyalty card holders prioritise being able to receive tangible rewards, such as discounts, free products or meals out. Clothing (18%) and electrical items (16%) rank high as some of the key redemption treats, while almost one in 10 people (9%) would prioritise hotel stays and weekend breaks.

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.

“German consumers are becoming increasingly smart about leveraging the value of their loyalty programme memberships,” said 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 Germany, 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 Germany. For more information and details on how to apply, visit www.hiltonhonorscreditcard.de.

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

*Dependent on brand and region

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