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According to recent studies, more than 238 million U.S. travelers have travel loyalty program memberships. Frequent Flyer programs built the roadmap for formal loyalty programs in the early 80’s. They have a reputation for being some of the largest and most popular programs in the industry; and have long been known for attracting active and inactive members by expanding the program with earn/burn activities that go well beyond airline trips only, However, only 44% of these consumers are actively engaged with the program – and 50% believe they are actually limiting their value by enrolling in memberships that only focus on one airline alliance or hotel chain. So how is 2014 responding to this issue? With more Millennials making up the bulk of travelers, 2014 has witnessed new loyalty strategies that incorporate social media, mobile usage and digital behavior to gain real insight on consumer preferences and increase their level of engagement beyond their flight or hotel stay. On the burn side, expanding rewards and promoting miles/points + cash, such as ‘mix and match’ rewards, and access to once and a lifetime experiences continues to resonate well. And with 25% of airline and hotel program members begging for rewards they can actually redeem, 2014 travel loyalty programs are opting for flexible points options that keep Millennials coming back for more. Success Story: Recognized as a top hotel program at the 2014 FlyerTalk Awards, Starwood’s Preferred Guest program offers customers flexibility by allowing members to transfer rewards to different airlines and combine points and cash to book rooms.
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