The pandemic has fundamentally changed how and why people travel. With business travel lagging 2019 levels by about 20%, and hybrid business/leisure trips increasing, it underscores that airline and hotel brands now need to rethink who their loyalty programs are designed to serve.
Once focused on attracting frequent and lucrative business travelers, programs have become broader, targeting a wider cross-section of people that includes leisure and hybrid travelers. As a result, the way airlines and hotels reward loyalty must not only evolve, but also expand to meet new needs and preferences. At the same time, the programs must continue to deliver value to the business.
Cognizant Consulting looks at how airline and hotel loyalty is evolving, and suggests steps brands can take to use these programs to create long-term value streams.
Read more about this on their website.