travel reward program - definition
ICLP – the global loyalty marketing agency – is an expert in developing Travel Reward Programs.
Travel reward programmes are similar to other kinds of loyalty or reward programmes such as frequent flyer programs, in that they are dedicated to developing and nurturing personal relationships with customers. Travellers are treated as guests of a company, such as an airline, travel agent or cruise line. The aim is to provide such guests with a personalised, exceptional experience in the hopes of promoting mutual loyalty.
A cruise line, for example will reward its previous passengers within a reward program, whereby they night accrue points or miles in a way similar to a passenger recognition or frequent flyer program.
An online travel agent, for example will use cookies and other data to “recognise” previous passengers and so tailor their offers and products in a way that reflects the past habits and behavior of that traveller. They may offer discounts and upgrades as part of the travel reward program.
Train operating companies too are realising the value of using a travel reward programme to encourage repeat bookings and to keep and build upon their market share of competitive routes.
Most travel reward programmes (programs) will incorporate strategic brand re-enforcing elements, mainly through the concept of introducing an “Elite” type of membership typified by a golf/silver/platinum card scheme whereby additional benefits can be earned after the passenger reaches certain thresholds of usage.
To find out more about developing Travel Reward Programs and how ICLP can help your business, please visit ICLP-the global loyalty marketing agency.