27th January, 2022
Airlines are looking at targeting high-value travellers to let them try a new brand by offering them instant recognition via status match campaigns.
“Status match (offering) is about high-value lead generation, (the attractive part being) individuals having high-net-worth, with astute credit scores and multiple credit cards,” said Stuart Melim during a webinar, conducted by Ai Events this month.
“They understand the significance of diversifying their point investment,” Melim said. “For them, it is not about putting all eggs in one basket.”
Phil Gunter highlighted that what locks a traveller with an airline, in addition to the status, is also the credit card proposition.
Gunter mentioned that the significance of uncertainty in the travel sector, especially in case of airlines, and how a hefty point balance parked with one airline also is far from an ideal scenario today.
Status match doesn’t cost anything, it only does when one starts flying or stays at a property.
The duo also discussion practical aspects such as new customer acquisition, the significance of rewards etc. especially at a time when air travel is still far off from what is used to be. It was also explained how airlines can focus on offering certain benefits such as status, then moving onto introducing the credit card offering and working on ways to support their purchase behaviour.
On how to go about the status match offering, Melim also pointed out in addition to studying of the market, it is also vital to evaluate aspects like the intent of the member, volume etc. Should it be free or charged? For instance, in case of Frontier Airlines’ recent campaign, the carrier shared that status verification and buy-ups started from $49, and applicants will need to sign up for the loyalty program.
Also, in case airlines opt for any sort of status match initiative, they need to back it up with fast processing and great customer support.
By Ritesh Gupta
Ai Team
Follow Ai on Twitter: @Ai_Connects_Us
