GWC14: Miguel Ángel Gómez - "Travel Club: Engaging the games"
Customer Loyalty and
Engaging with Games:
The Travel Club Case
Miguel Ángel Gomez
Marketing and Sales Director
Gamification Word Congress
Rewards (Travel & More)
1,71M rewards given. Market
value: 73M € (2011)
30 Sponsors: 9.500 M€
TC related turnover (2011)
6 M Households
How does a coalition loyalty programme work?
Customer lift, shift & retention
650.000 daily transaccions
The basic drivers
About Customer Loyalty
The individual behaviour
Share of wallet
“We love sharing
but we want you
all to ourselves”
The name of the game: ENGAGEMENT
Question marks about loyalty and gamification
Can a gamification strategy bring you
Visits to web or app
Make your brand more social
Gamification&Travel Club: A Game inside a Game
Travel Club is a loyalty program and it is itself a game in which you have to
get points in the associated companies in order to win rewards. A continuous
cycle of differed rewards able to create emotional links.
More than 1 Million unique collectors/players
Gamification has been a consistent strategy the last few years. The games
carried out have been an interactive and rewarding content, displayed as
a new layer on every channel...
Web site, mobile app, email campaigns, social media,
printed statements and catalogues and, specially, POS
Our last one: Puntos Viajeros
A game inside a game inside another game
Objectives, strategy, mechanics, ... We must connect the different elements
and give them sense in the overall marketing plan.
Motivation, momentum, relevance ... are key elements in the implementation
and they will be key to attract users.
We use gamification techniques to facilitate learning, support promotional
activities, promote certain kpi's, capturing the attention of the less related to
stronger linkages loyalty.
The improvement in managing digital channels (online migration) is a very
Using gamification in social media incorporates a variable multiplier virality
its positive effects and followers increases significantly.
There is a difficult balance between design brilliance and total number of
users / players.
Technology is an enabler for the issuer and often the barrier to the user.
Travel Club App