22 August 2017
Compared to other industries, the travel industry has the advantage that many customers have a natural high level of engagement. This is, first of all, a tremendous opportunity for our industry. But at the same time a risk, too.
Archives de l’auteur
16 August 2017
While Air Berlin had time to prepare for that moment, the worst communication scenario is unfolding right now, especially for its frequent flyers. It is a bit surprising that anything like that can still happen these days.
02 August 2017
Well-designed loyalty programs should manage to increase revenues, through increasing revenues with existing customers and/or through reaching out to new customers. But many programs fail to do so – and might still be considered successful.
28 July 2017
The three big Gulf carriers find themselves, all of a sudden, in difficult conditions, although for very different reasons. As this is new territory for at least two of them, it will be interesting to watch what this will mean for their FFPs.
13 June 2017
Earlier this month, the latest low cost carrier, Level, took to the skies. It has opted to use the Iberia Plus program as loyalty product, underlining how different strategies at LCCs actually are. Its short-haul sibling Vueling, for instance, has an own program.
31 May 2017
The best loyalty work sometimes evaporates in the blink of an eye if something goes wrong beyond the boundaries of the loyalty program as such. But is this really just fate or can (and should) businesses prepare for such situations?
12 May 2017
Air Canada’s announcement to launch an own Frequent Flyer Program in 2020 did not come as true surprise, but marks nevertheless an important turning point in the industry. The spin-off of loyalty programs is dead. Well, it was never really alive.
07 April 2017
The best days of airline alliances seem to be over, with other forms of cooperation models gaining importance in the airline industry. This might complicate things for frequent flyers, but doesn’t make them necessarily worse. And new challenges are on the horizon for loyalty managers.
28 March 2017
Small airlines are often tempted by the comfort of teaming up with a major FFP rather than setting up an own scheme, but this comes with a major strategic danger. The case study of Faroe’s Atlantic Airways.
15 March 2017
Although I consider myself a rationale person, loyalty programs sometimes even work on me and influence my behaviour. But when a good intention turns into a nightmare, it certainly destroys any well-meant intention to become loyal.
