August 16, 2018

Google says it’s time for travel marketers to rethink loyalty


The company thinks you should separate your travel loyalty program from your understanding of retention and customer lifetime value.

Once upon a time, a traveler signed up for your travel loyalty program. They started giving you more and more of their annual category spend. They earned points; they understood your brand; and they lived happily ever after as a loyal travel rewards member.

This travel fairy tale is now about as common as dial-up, Walkmans, and VCRs.

Today, people have more booking options than ever at their fingertips. And marketers must evolve their strategies to meet customers where they are. That’s why it’s time for travel brands to rethink loyalty. Loyalty has become synonymous with points, freebies, and membership discounts. Those benefits drive massive loyalty sign-ups, but the problem is, those same people may also be signing up with every one of your competitors.

Get the full story at Think with Google