Travel Industry Community And Content Loyalty

Travel Industry Community & Content Loyalty

Agenda
Loyalty Programs Today
The future of loyalty
The Community and Content Loyalty
Community
Content
Solution
Benefits
Routes Forward

Loyalty Today – Points Mean Prizes
Financial Services
AMEX – Membership Rewards
Barclaycard – Nectar
MBNA – Worldpoints
Goldfish
Hotel Industry
Intercontinental - Priority Pass
Marriott – Rewards
Starwood – Preferred Guest
Airlines
Virgin- Flying Club
BA – Executive Club
Cathay Pacific – Marco Polo
Retail Industry
Tesco – Clubcard
Sainsbury's - Nectar

Loyalty program objectives:
Enrol Customers into their program
Activate customers to purchase a product/ service
Retain the customers and create and affinity to the brand
Maximise the share of the customers wallet
Reactivate the customer on a regular basis

Loyalty Today – Affinity Programs
Airmiles
Asiamiles
Nectar
Upromise
Baby Mint
Branded Credit Cards
Manchester United
PADI Divers
National Trust
PGA

Loyalty Today - Communities
Customer Review Communities
EBay
Amazon
Customer Service Communities
Dell
Logitech
Linksys
Product Communities
Littlest Pet Shop
Sony Play station
Nintendo
Online Games
World Of Warcraft
RuneScape
Information Communities
Ivillage
Lonely Planet
Virtual Tourist
Dating Sites
Dating Direct
Match
Social Networks
- Facebook
- Bebo
- Myspace
Youtube
Twitter

Issues with current loyalty programs…
Commodity Products
Little or no value to the individual consumer
Financial “me too” programs
Create Long Term debit on balance sheet
No “personal” service

Tools/Services Available….(1)
Advertising and Interactive /agencies
Customer Relationship Management Solutions
Customer Analytics Engines
One to One Personalisation/Email Engines
Content/Knowledge Management

Tools available …..(2)
Brand Programs
Tesco
Hotels
Airlines
Manchester United
Affiliation Programs
Nectar
Airmiles
Upromise
Loyalty Solution Providers
ICLP
Loyalty Logic
Alliance Data Systems
Teamcard
Maximiles
Online Community Providers
Socialgo/Ning
Lithium
Boonex

Next Generation Loyalty needs…
Compelling Events to engage the members
Customer segmentation
The ability to identify and satisfy soft needs
The ability to deliver on the brand promise
To create emotional loyalty

Travel Loyalty …
Identify buying groups with critical mass
Leisure Traveller
Solo Traveller
Business Traveller
Build a lifestyle themed service
Global Travel
Adventure Travel
Experience Travel
Identify a need not currently met
Isolation on business trips
Community for fellow travellers to exchange info and keep in touch
Communication channel with friends at home/around the world
Lifestyle and cultural information easily available
Searching
Booking
reviewing
Propose a service which addresses those needs
Online travel community
Travel Tips and activity options to participate in when travelling

The Travel Industry
Highly competitive market
Like for like services
Barriers to entry are lower than in previous years
Still relevant:
“ The future leaders of the travel industry will ultimately be those who can strengthen customer loyalty to grow revenues.”
Julian Sparks, Partner Accenture, Sept 2002

Community and Content Loyalty

Components of a travel loyalty solution
Itinerary Database
Travel Tip Database
Activity Database
Activity Booking Engine
Internal Messaging
People Matching Engine
Round The World Trips, Sabbaticals and Adventure Travel
Member Forum
Points Bank
Integration
Content Providers
Points based loyalty programs
Booking engines
External push of data
Mobile Devices
Wireless
SMS
Implementation
Workshops
Feasibility study
Application Dev Plan
Project Management

Why will travellers use it?
Build a personal global network
Enhance travel lifestyle
Take advantage of the locations visited in the time available
Participate in “your” sport, activity when travelling
Exchange travel tips with peer group

Identify Target Market Sections and Acquire new customers
Activate Customers through a compelling event
Raise the Stakes and Revolutionise Lifestyle Brands and Customer Loyalty
Move customer loyalty away from financial programs to lifestyle and individual benefits
Community based Customer Loyalty Programme
Emotional Loyalty prohibits promiscuous customers
Retain and recapture customers
Cross-sell and Up-sell products
Customers have a reason to provide more detailed information about themselves
Improved segmentation and targeting of future marketing campaigns
Increased opportunity for affinity marketing campaigns with complimentary vendors
Advocacy
Brand Differentiation
Brand and Lifestyle association
Address the work and lifestyle balance issue of the business traveller
Marketing Information
New Revenue Stream that increases with the success of the service
Subscription based service - $ or Preferred guest points
Drive customers to web
Total travel and lifestyle service will drive customers to use this as core to their travel plans
Community and Content

Benefits
Raise the Stakes and Revolutionise Customer Loyalty Programmes
Move customer loyalty away from financial programs to lifestyle and individual benefits
Community based Customer Loyalty Programme
Emotional Loyalty prohibits promiscuous customers
Brand Differentiation
Brand and Lifestyle association
Address the work and lifestyle balance issue
Marketing Information
New Revenue Stream that increases with the success of the service
Add on services for customers
Drive customers to brand and service sites
Total travel and lifestyle service will drive customers to use this as core to their travel plans

Julie Walker Purple Spinnaker Contact: [email_address] Tel: +44 (0) 7887 644 799 Travel Industry Community & Content Loyalty

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Travel Industry Community And Content Loyalty

by Purple Spinnaker on Mar 31, 2009

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Travel Industry Community And Content Loyalty — Presentation Transcript