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Why are consumers ditching OTAs and booking travel directly through their bank credit card? ✈️ According to Skift, around one third of U.S. Millennials and Gen-Zers now book travel through their credit card platforms. The same study also found that 49% of U.S. travelers have a travel credit card and almost a quarter have more than one. There's a few reasons why this is happening: Most obvious: inflation. Credit cards offer consumers the option to pay with their points, which off-sets the higher costs associated with airline and hotel bookings. Consumers use their points as a hedge against inflation. 💳 Not only can consumers pay with their points, they can also redeem extra rewards such as free upgrades, member discounts, and private airport lounge access. Plus, they have the convenience of 24/7 customer service directly through their credit card. For travel suppliers, OTAs can charge upwards of 50% commission for bookings and distribution fees. While the sales volumes through OTAs are high, suppliers are looking for ways to reduce the cost of booking – especially with increasing demand in the post-pandemic world where people are starving for travel experiences. What about the banks? Banks are in the most advantageous position to build loyalty platforms and win-over this new generation of travelers. To put this market opportunity into perspective, in 2022 JPMorgan Chase launched Chase Travel. By the end of 2023, they processed roughly $10B in transactions! Banks also sit on tremendous amounts of transactional data and spending insights to engage customers with personalized rewards. 🌟 Premium loyalty programs – especially travel – offer banks a powerful lever to acquire the young and growing demographic of consumers; not to mention their millions of cardholders to incentivize increased usage (earning points on everyday spend) and retention (much lower chance of churning when they have access to amazing rewards). With premium travel perks, convenience, and substantial savings, it's no wonder consumers are choosing to book travel through their bank credit cards, signaling a shift that OTAs can't afford to ignore. 🚀

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