Airline loyalty programs have come a long way from rewarding passengers with plaques and promotional material to giving them special fares and upgrades. In recent years, airlines have partnered with other channels such as hotels and banks, giving customers the opportunity to redeem their points through other channels.
All of this should make loyalty programs more appealing to customers while also providing impetus to airline traffic and revenue. But accumulation and delayed fulfillment of unused points means liability getting accrued on an airline’s balance sheet.
To assess the impact of airline loyalty programs on airline traffic, revenue, and sales and marketing expenses, WNS DecisionPoint™ conducted a study of 75 global airlines. To uncover the challenges that customers faced and to understand their opinion about prevailing loyalty programs, WNS DecisionPoint™ conducted a worldwide survey among airline loyalty card holders.
The study showed that airlines with high potential customer appeal of loyalty programs experienced better airline traffic and revenue. The survey revealed that customers found their current programs to be unrewarding, confusing and incompatible with their needs.
Based on the study and survey results, and discussions with senior executives in the airline industry, WNS DecisionPoint stitched together a comprehensive roadmap that can help airlines improve their loyalty programs while maintaining a healthy operating margin. Some value propositions include:
Developing a loyalty program segmentation model that identifies profitable customers on a continuous basis and suggests loyalty reward allocation based on the behavior trends of the segments
Devising an improved airline partnership management model that can make the customer experience more seamless
Designing loyalty programs specifically for an often-neglected travel segment — leisure travelers — to ensure a high wallet share
Streamline workflows and processes with automation and invest in analytics solutions to improve operating efficiency
To study the analysis of the impact of airline loyalty programs on traffic, revenue and sales and marketing expenses in both mature and emerging markets, read the full report at: