In a panel discussion at EyeforTravel’s recent Digital Strategy Summit, Thomas Gmelch, Head of Travel & Mobility at Amazon Pay, summed it up nicely. “Those people that feel proud because they have a platinum card in their pocket are a dying breed. Instead, loyalty program users today are looking for tangible benefits that enrich their day-to-day lives.”

This was one of the key findings of EyeforTravel’s most recent white paper - Loyalty: Addressing the Pain Points in the Age of Experience, which features insights from Wyndham, Hilton, JetBlue and more.

It is also the reason that hotel chains are moving from a strategy based purely on points-based loyalty to one that is focused on lifestyle. In other words, instead of being product focused, they are focused on driving loyalty.