Archives de l’auteur

28 September 2020

As the industry struggles to get back to speed, more and more rewarding loyalty promotions are popping up. They are a great opportunity to show to customers that the operators care about them – but not everybody seizes that opportunity.

24 August 2020

Listening to customers is an art for itself. While many loyalty programs incorporate such strategy to define future features, most fail to interpret correctly what they hear and/or to translate this into the appropriate action.

03 August 2020

It might be hard to recognise anything good in the current market, but there is at least one positive side effect: The last months have clearly shown that FFP spin-offs are a model of the past and that there are smarter alternatives for airlines to raise cash.

13 July 2020

Loyalty programs widely work on rewards and recognition. But both elements are kind of broken in the current market environment, meaning that loyalty programs would need to reconsider how to remain relevant during the crisis.

07 July 2020

Loyalty programs have one common enemy: upfront discounts or cashbacks. In harsh times like these, there is always a drift in favour of discount schemes, putting loyalty programs under pressure to reinvent their value proposition.

28 May 2020

Focus groups are a common tool for airlines and hotels to test new product elements to ensure that the ideas correspond to the needs of their best customers. Wouldn’t it be a good idea to remember these focus groups now?

04 May 2020

United’s recent move to increase award levels on Lufthansa transatlantic flights throws the light on a question not yet really examined: Where are joint ventures (JVs) heading to? Will there be even a second life for alliances?

16 April 2020

Right now, we all hope that business will return to normal as quickly as possible, meaning planes will be flying again and hotels will be open again. But the tough work for loyalty professionals will only start at that point.

30 March 2020

Each crisis brings up a not so pleasant side effect: Self-proclaimed thought leaders trying to exploit the situation, looking more at their personal need to create new business than really keeping the wealth of the industry in mind.

19 March 2020

While the hit might be stronger than ever this time, it is certainly not the first shock the travel industry has to endure. But a shockingly repeating pattern can be observed with each such crisis: the dive into invisibility of most loyalty programs.