Travel Loyalty Programs Evolve to Meet Changing Customer Needs

Travel companies are rethinking loyalty strategies to foster deeper, more emotional connections with customers. At The Phocuswright Conference, executives from AirAsia MOVE, Capital One, and Hilton discussed the evolving landscape of travel loyalty beyond simple transactions.

Hilton’s VP of Partnerships, Oral Muir, emphasized the importance of creating “emotional currency” through personalized experiences. “Loyalty is a mutual relationship built over time,” Muir said, noting that travelers who feel at home are more likely to return and bring family along in the future.

AirAsia MOVE CEO Nadia Omer highlighted the need for flexibility in loyalty programs, particularly for budget-conscious travelers. “Rewards should be earned and spent seamlessly, whether shopping at duty-free stores, traveling, or even buying groceries,” she said. The goal is to make points feel as valuable and versatile as cash.

Jenn Scheurich, Capital One’s managing VP for Travel & Retail Experience, stressed the significance of customer-centric design. “We aim to offer a clear, compelling path to meaningful experiences,” she said, whether it’s a luxury stay in Paris or a family vacation. Responsiveness during travel disruptions, she added, plays a crucial role in building long-term trust.

The panelists agreed that understanding evolving customer behavior is key to loyalty success. By blending personalized experiences with practical rewards, travel companies can maintain relevance and engagement in a competitive market.

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Travel Loyalty Programs Evolve to Meet Changing Customer Needs

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