Legal Investigate

Committed Customers Or Captives?: Making Travel Loyalty Programs More Valuable, Relevant And Differentiating

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Executive Summary

Customer loyalty programs have suffered as travel providers have been hit with multiple challenges over the past few years - bankruptcies, skyrocketing fuel prices, new imperatives from private equity owners, an increasing number of competitors and deteriorating customer satisfaction. As a result, the industry risks further commoditization, while other industries continue to innovate. Many travel customers feel "Trapped," remaining loyal primarily to avoid losing status and accumulated rewards. How can travel companies replace reluctant allegiance with genuine loyalty? The answers lie in executing strategies that combine a superior customer experience, an innovative rewards program that reinforces that experience, and a supporting information engine that enables greater personalization.

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