The travel industry’s loyalty programmes, which were designed primarily for regular business visitors, are among the oldest and largest. However, because to the pandemic, corporate travel spending is expected to fall by 68% in 2020. Meanwhile, worldwide leisure travel expenditure has exceeded it, accounting for 87% of total spending in 2021. As a result, loyalty programmes must be re-evaluated and new ones developed to suit to the interests and habits of today’s passengers. To do this, we perform qualitative research on these visitors in order to help travel businesses improve their reward programmes.