The way loyalty is seen is “changing because the world around is changing”. How should travel brands look at dealing with the challenge of being a low-frequency product category?
Travel brands are increasingly evaluating ways to be a part of high-frequency buying categories, including the ones that are in demand owing to stay-at-home behaviour. For instance, food orders.
Last week Marriott announced that members of Marriott Bonvoy can earn points toward free nights when ordering food delivery on Uber Eats and requesting select Uber rides in the U. S.
As it is emerging, travel merchants are acknowledging that they must prepare for a far wider digital plan for engaging and retaining customers. In the age of the ecosystem, loyalty points will increasingly become an interchangeable currency. It is imperative to sense the change, as a travel loyalty executive recently stated: the approach toward loyalty is “changing because the world around is changing”.
FFPs or airline loyalty programs themselves have been stepping up their own portfolio of products plus allowing one to pay via their digital asset. The objective is to sustain the utility of the app – be it via recommendations or offers (capitalizing on the lucrative member data for the same).
If on one hand the pandemic has witnessed certain players even inching towards meeting financial needs, on the other members are also being allowed to pay, earn and burn their loyalty currency securely and in real-time.
How all of this enabling the much-needed predictable cash flow?
CO-BRAND & TRAVEL REWARDS VIRTUAL 2021
27 April (pre-event) and 28 April, 10AM EST
Follow Ai on Twitter: @Ai_Connects_Us