Hip Digital Media recently conducted a survey of over 3,000 FFP industry executives. Two-thirds of respondents (66 percent) said that loyalty programs are recession proof. Another key finding of the survey is that most executives (77 percent) said that in five years, the major source of revenue for FFPs will still be co-branded credit cards. And for those programs contemplating spinning off their FFP as a separate business unit, 40 percent said the most important benefit of a standalone FFP is increased customer satisfaction while 30 percent cited liability relief. The remaining 30 percent said the biggest benefit is cash from the sale.