1. During the Loyalty 2015 conference Flightglobal conducted
a survey with over 40 loyalty professionals to find out the key
issues set to shape the loyalty industry landscape this year…
Brought to you by:
21%Mobile Technology
34%Revenue based
loyalty programs
37%Big data
3%
5%
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Melissa.Hurley@flightglobal.com
What do you think will be the
biggest loyalty trend of 2015?
For further details, contact:
Melissa Hurley, Conference Producer
2015 Loyalty
Trends
2015 Loyalty Trends
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2. Tackling Big Data emerged as the top priority amongst the
surveyed loyalty professionals. The mounting pressure to
rapidly analyse large volumes of data proved to be a key
challenge for those surveyed.
The business to crack personalisation
will change the industry dramatically
Additionally, the move towards coalition program is driving
companies to share data across their businesses to try and
give better insights into customer trends and risks.
Overall, our respondents told us that they believe big data
will have a positive impact on the end customer because
the opportunities for frequent flyers to engage with the
program will increase.
no.1trendof2015:
big data
79% will be investing in new
technology to help capitalise
on this long term trend
51% will be investing in man
power in order to effectively
interpret their data
51%79%

3. Mobile technology emerged as the second biggest trend
amongst those surveyed.
Frequent flyer professionals surveyed
felt that the current programs are static,
boring and fail to engage fully with the
end customer.
More availability of mobile products will
make loyalty programs more relevant
and accessible.
no.2trendof2015:
Mobile technology Everything needs to become
more INSTANT and immediate
Every interaction will be done via mobile in the
future…it should be: FAST, FLASHY, EASY & SMART

4. 86%
15% 85%
With changes in some frequent flyer programs currently splashed
across the news, we asked our loyalty experts where they thought
revenue based programs are heading…
Believed that the face of loyalty is changing and programs will
become more focussed on rewarding ticket price rather than
the number of miles flown per customer.
Some of our respondents believed that an increased revenue focus will provide
more opportunity to expand into prepaid debit travel cards and will generate more
transparency on the miles value. Others suggested that this will change the habits
of the frequent flyer and will change relationships within airlines.
This could change the way loyalty programs reward their members and will also
open up opportunities for airlines wishing to create loyalty spin offs.
Future investment breakdown:
46%
Investing in manpower to deliver revenue
based loyalty
53%
Investing in new technology to deliver
revenue based loyalty
31%
Investing in marketing and communications
spend to deliver revenue based loyalty
Will REVENUE BASED PROGRAMS threaten the future of
frequent flyer programs?
of those surveyed
thought the impact
of this trend will last
less than 12 months
thought that this
trend would create
a lasting impact
on the industry
no.3trendof2015:
Revenue based loyalty programs
Vs
Oneofthe
biggestissuesis
‘understanding
consumerbehaviour’.
It will be the same customer
but revenue based
approaches will improve
the visibility of this
customer.
Loyalty16 be taking place 29th February - 2nd March 2016 in Bangkok, Thailand,
immediately before the Loyalty Awards.
Join us for the 8th annual
Loyalty conference
For more information please visit www.flightglobalevents.com/loyalty16