Travel and hospitality brands can win in Asia’s changing loyalty landscape by using data to create more personalized, “premium-ized” experiences for travelers. Often in the service industry, frontline staff deliver these next-generation loyalty experiences. It’s the experience on the ground that truly makes or breaks a traveler’s intention to recommend a brand and be loyal for future trips. It’s no longer good enough to just give rooms for rooms, or flights for flights, like the old transactional rewards programs. So airlines and hotels are trying to broaden their earn-and-burn opportunities into food and beverage, leisure or entertainment. So for rooms, it’s a bottle of wine or a fast track, or a secret menu for planes with extra leg room. They’re all looking at frontline staff and digital innovations that can help on-the-ground properties deliver an exceptional experience. The Starwood Preferred Guest [SPG] loyalty program is an excellent example. It gives a millennial traveler, for instance, access to a concert, a VIP happening in Thailand or Bangkok or Shanghai. Get the full story at eMarketer