Autor Archiv

25 January 2022

The last few weeks have seen several programs push forward green initiatives in their loyalty programs. We examine them and ask the question how green loyalty programs should become (if at all) and what is behind these moves.

11 November 2021 Two major programs, American’s AAdvantage and Virgin Atlantic’s Flying Club, have announced changes to their tier qualification rules over the last few days – pointing to diametrically opposed strategies. Who is right?

22 October 2021 Finally, travel in many markets is technically possible again, but loyalty benefits are no longer a main decision element. This makes it critical for loyalty managers to reconsider their mission and to redefine their internal positioning.

12 May 2021

Various industry players put all their forces together to create the „new normal“. But if they succeed, this will come at the price of a considerably extended period of recovery. Customers though might only wish for a return to the old normal.

30 March 2021

Several voices claim that business travel will never return like before. If they were right, this would though also mean that loyalty programs with their traditional focus on business travellers are an outdated business model.

11 March 2021

The availability of data has never really been an issue for loyalty programs. But transforming that mass of data into a commercially exploitable good is a bigger challenge, which will though become critical in the months ahead.

02 February 2021

Norwegian’s announcement to suspend temporarily its Frequent Flyer Program comes as a shock to its members, but points to a dilemma many travel loyalty programs are facing these days. What is the best solution?

05 January 2021

While many travel loyalty programs allowed themselves getting involved in secondary battlefields like monetizing their currency in the past, 2021 will be the year to come back to the roots and to prove that they are actually able to create loyalty.

28 December 2020

Each of us knows this feeling of having dreams, mixing up fiction with reality. Such a dream reminded me of an issue I’ve never really understood for more than 20 years: Why don’t airlines use the loyalty currency to support all their internal business units?

17 November 2020

Although only a minority (23%) of Frequent Flyer Programs has opted for a revenue-based model on the accrual side so far, many of them are about to discover the inconveniences of such a system – or even the hidden danger.