30th October 2024
Consumers appreciate genuine efforts, and airlines should prioritise building a personal connection by aligning their sustainability initiatives with the values that resonate with their loyal customers.
As travellers increasingly prioritise eco-friendly practices and sustainability, airlines can leverage their frequent flyer programs (FFPs) and co-branded credit cards to enhance this connection.
Driving desired behaviour
There are examples of such initiatives around us. As Philip Shelper points out, Costa Coffee’s loyalty program and bean-based reward system not only offer free drinks and birthday treats for repeat purchases but also rely on sustainability incentives to build a connection. Members using reusable cups earn an extra bean with each purchase, allowing them to reach the free drink threshold even faster. Sticking to their product category, airlines must devise ways to significantly impact passenger behaviour.
To entice loyal customers, airlines can highlight their sustainability efforts through targeted marketing campaigns that resonate with the values of their FFP members. They need to assess the effectiveness of initiatives related to carbon offset programs, investments in sustainable aviation fuel, and partnerships with environmental organisations in terms of emotional connection. By communicating these efforts, airlines can create a narrative that positions them as responsible and forward-thinking, appealing to eco-conscious travellers.
Additionally, airlines can incentivise the use of co-branded credit cards by offering bonus points for purchases made with sustainable brands or for donations to environmental causes. This not only encourages spending but also reinforces the traveller’s commitment to sustainability.
Furthermore, airlines can create exclusive experiences or rewards for members who engage in sustainable practices, such as discounts on eco-friendly travel options or access to special events focused on sustainability. By integrating these initiatives into the loyalty cycle, airlines can deepen the emotional connection with their customers, making them feel valued and aligned with the brand’s mission.
Hear from experts about the same at the upcoming Co-Brand & Travel Rewards 2024, scheduled to take place in Wilmington, Delaware (6-7 November 2024):
https://www.aiconnects.us/co-brand-travel-rewards-2024/
By Ritesh Gupta, Ai Events
Follow Ai on Twitter: @Ai_Connects_Us
