28 November 2022

Several recent experiences let us recognize a drift towards a situation where established loyalty platform suppliers are no longer living up to the responsibility their role comes with. A change is urgently required here.

I’ve been passionate about aviation ever since I can remember and about FFPs ever since I started to think – yes, I am not one of these young bloggers, who were even not yet among us on 01 May 1981, when an idea of American Airlines was

20 May 2022

One of the big winners of the Covid crisis are experience awards. They have indeed the potential to add some excitement to members, unrelated to other aspects. But why only few loyalty programs get this right?

09 May 2022

My personal take was that the travel industry would use the downtime of Covid to reinvest in reconsidering certain CRM practices as this would have a long term impact on their business. A reality check shows, however, that my assumption was wrong.

26 February 2022

Usually, businesses are well advised to stay out of politics. But as things can’t be called usual anymore right now, the picture might be different this time. So, what to do with the members based in Russia we all have in our loyalty programs?

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right, this would though also mean that loyalty programs with their traditional focus on business travellers are an outdated business model.