With leisure travel driving the current travel rebound, companies with travel rewards programs will need to pivot their loyalty focus to cater to this clientele. Whether their loyalty members are high-frequency travelers or occasional vacationers, reward programs should emphasize value, options, and experience to meet this group’s needs. How do they do that?
In a recent article in Loyalty Magazine, arrivia Chief Experience Officer, Travis Markel writes how loyalty programs can leverage closed user group pricing to pass through significant mark-downs on fares and rates, while making accrual and redemption options clearer. He also touches on the importance of providing members with comprehensive travel options that go beyond the “big three”—air, hotel, and car rental—to include cruise, alternative lodgings, and exclusive experiences. In other words, loyalty programs should become one-stop shops for their members’ travel booking needs. Finally, he helps define what makes a memorable experience and why that needs to permeate every customer interaction starting at booking.