How loyal are you? That’s what the travel experts at set out to determine with their Consumer Loyalty Survey which examined Canadian thoughts and behaviours toward brand loyalty programs. Well, the results are in and it turns out loyalty is too, with an impressive 86% of Canadians participating in a loyalty program.

“Most of us appreciate something extra in return for our repeat business,” says Taylor L. Cole, APR, travel expert for “Loyalty programs provide added perks like free products, upgrades, discounts or more from your favourite brands. Check out our Welcome Rewards program which gives travellers a valuable perk — one free night for every 10 stayed.”

Key findings on Canadian loyalty:

!!! Most Canadians (73%) are conservative in the number of loyalty programs they join, committing to five or less.

!!! The perks offered through loyalty programs were the primary draw for signups at 67%.

!!! Speaking of perks, the favourite was free products/services at 75% with exclusive promotions trailing a distant second at 16%.

!!! Grocery and drugstore chains had the highest brand loyalty at 58%, followed by travel services (airlines or hotels) at 15%.

!!! Regardless of the program, most Canadians (63%) are not willing pay higher prices for goods or services in exchange for brand loyalty program benefits.

!!! When it comes to travel, airline programs dominated with 52% of Canadians belonging to an air travel program, followed by hotel chains at 31%.

!!! Seventeen per cent of Canadians indicated they are members of an online travel loyalty program. will continue the discussion about all things loyalty, including the lengths travellers will go to for their favourite brands, from hotels to coffee shops, in a North American Twitter chat on Oct. 17 from 3 p.m. to 4 p.m. EST. To participate simply look for, and use, the hashtag #MyFreeNight and follow @hotelsdotcomca and @hotelsdotcom.