The air-travel industry is highly competitive. Even though it faced the lowest economic condition in the pandemic, now it is in roll again as everyone has increased “revenge travel” (travel after 1-year house lockdown). Airline Loyalty programs have become a crucial tool for them to attract and retain customers. These programs offer various benefits and rewards to frequent flyers, incentivizing their loyalty and encouraging them to choose a specific airline over its competitors.
This article will explore the existing and emerging trends in loyalty programs in the airline industry in India.
The Importance of Airline Loyalty Programs
Loyalty program plays a significant role in the airline industry by enhancing customer retention, driving customer engagement, and fostering brand loyalty. These programs offer exclusive rewards such as free flights, seat upgrades, priority boarding, access to airport lounges, and additional baggage allowances. By providing these perks, airlines aim to create a sense of value and recognition for their loyal customers, ultimately leading to increased customer satisfaction and repeat business.
Existing Trends in Loyalty Programs
Points-based Systems
Points-based loyalty programs are the cornerstone of many airline loyalty programs. Customers earn points for each flight they take or money they spend with the airline, and these points can be redeemed for various rewards such as free flights, flight upgrades, or discounts on future bookings. This system encourages customers to accumulate points and stay loyal to the airline to enjoy the benefits associated with higher point balances.
Elite Tiers and Status
Airlines often implement tiered loyalty programs that categorize customers into different levels of status or elite tiers. These tiers are typically based on the customer’s level of engagement or the number of miles flown within a specific period. Each tier offers increasing benefits such as priority check-in, access to airport lounges, dedicated customer service, and bonus points earning. Elite tiers provide an additional level of exclusivity and recognition, motivating customers to reach higher status levels and enjoy enhanced privileges.
Co-branded Credit Cards
These types of cards have become a popular feature of airline loyalty programs. These credit cards are issued in partnership with financial institutions and offer customers the opportunity to earn airline miles or points for their everyday purchases. Co-branded credit cards often provide bonus miles for signing up, accelerated earning rates on airline-related spending, and additional benefits such as free checked bags or airport lounge access. By utilizing co-branded credit cards, customers can earn rewards faster and enjoy exclusive perks.
Alliance Partnerships
Airline alliances have transformed the landscape of loyalty programs in the airline industry. These alliances bring together multiple airlines under one umbrella, allowing customers to earn and redeem miles across different partner airlines. This collaboration expands the reach and availability of rewards, giving customers more flexibility in planning their travel and maximizing the value of their loyalty program membership.
Emerging Trends in Loyalty Programs
Personalized Experiences
It is a key emerging trend in loyalty programs. Airlines are leveraging customer data and advanced analytics to provide personalized experiences to their loyal customers. By understanding individual preferences, airlines can offer tailored recommendations, targeted promotions, and customized travel options. It enhances customer engagement and relevant loyalty program experience.
Gamification and Social Engagement
Gamification elements are being incorporated into loyalty programs to make them more interactive and engaging. Airlines are introducing challenges, leaderboards, and rewards for completing specific actions or achieving milestones. This gamified approach encourages customer participation, fosters a sense of competition, and makes the loyalty program experience more enjoyable. Additionally, airlines are leveraging social media platforms to engage with their customers, encourage sharing of travel experiences, and provide exclusive offers and discounts through social media channels.
Ancillary Benefits and Partnerships
Airlines are expanding their loyalty program offerings beyond traditional flight rewards. They are partnering with various merchants and service providers to offer a range of ancillary benefits such as hotel stays, car rentals, dining discounts, and retail offers. These partnerships enable customers to earn and redeem loyalty points for a broader range of products and services, enhancing the value proposition of the loyalty program and providing customers with more choices for reward redemption.
Enhanced Digital Experience
With the increasing adoption of digital technologies, airlines are investing in digital platforms and mobile apps to enhance the overall loyalty program experience. Mobile apps allow customers to easily manage their loyalty accounts, track their progress, receive personalized notifications, and access exclusive offers. Additionally, airlines are exploring the use of emerging technologies like blockchain and cryptocurrency to offer innovative and secure ways of earning and redeeming rewards.
Sustainability and Social Responsibility
Sustainability and social responsibility have gained prominence in loyalty programs. Airlines are incorporating eco-friendly initiatives and allowing customers to donate their loyalty points towards environmental causes or social impact projects. By aligning loyalty programs with sustainability efforts, airlines appeal to customers who value responsible travel and want to make a positive impact while being rewarded for their loyalty.
Loyalty programs have become a vital component of the airline industry in India too. Like any other industry, it has some existing trends that have shown clear effects. But it has some emerging trends too, which will show their dos and don’ts in the near future. Now, airlines can choose between using only existing trends and not taking risks, or they take the risk with emerging trends and stay ahead of their competitors.
If any airline thinks that it is too much, then it always has the option to outsource its frequent flyers program to a loyalty program management company such as Almonds AI.
