Loyalty programs have traditionally focused on “road warrior” business travelers for their frequent trips and high-value transactions. But leisure travel is growing worldwide, and more consumers (particularly Millennials) prefer to spend their money on experiences over material goods. As a result, more hotels, resorts, and other brands are re-investing in loyalty across all customer segments: business, leisure and “bleisure” travelers.
Loyalty programs are crucial to staying relevant to travelers before, during and after their trips, and in today’s digitally connected travel market, brands must engage frequent and less frequent travelers alike, creating a “relationship memory” with each customer that inspires a love for travel and brand loyalty.
Five Fundamentals: How Much Budget Will a New Loyalty Program Require?
Whether resetting an existing program or starting from scratch, the first step for loyalty program managers is to know what they need and how much budget the design and implementation of a program actually requires. Here are our five fundamentals for starting a loyalty program.
Quickly Pivoting Your Loyalty Programs and Promotions in a Pandemic
Consumers’ preferences, attitudes, and behaviors are heavily influenced by social, economic, and political factors. Marketers must often deal with sudden shifts in these areas; however, the COVID-19 pandemic has significantly affected almost every aspect of our lives in unprecedented ways.