Loyalty programs have exploded in the past years with over 90% of companies having some sort of loyalty program. However, in the customer study by Accenture, 71% of people said that loyalty programs do not create loyalty. 77% of all consumers say they are willing to switch brand loyalty to another brand. This means that loyalty cards are just a form of reward cards that offer additional perks. Most customers still compare the relative value of frequent flyer miles versus cost savings when buying a cheap ticket elsewhere. At the end, even-though loyalty cards don't really build much brand loyalty, they are still of a great use to businesses as tools for collecting and analyzing customer data to be able to serve them better.