Loyalty Programmes have probably become one of the most potent marketing strategies for almost every business.
Tourism Industry is becoming more and more competitive day by day because of its potential and new entries and that is why businesses in this sector are launching loyalty programmes in high numbers
Let us discuss some of the best loyalty programmes run by businesses in the tourism industry.
Skymiles is a loyalty programme by Delta Airlines. It is a frequent flyer programme (FFP) in which most of the fare types and the customers who are using the Delta co-branded Credit Cards get bonus points or miles.
Redemption of these points is in the form of free tickets, class upgrades and luxury items.
Lufthansa Airlines launched this programme in 1993, which is one of the largest loyalty programmes in the world.
It is also a frequent flyer programme offering customers miles and points to the flyers of
Lufthansa and its 40 partners out of which 28 airlines are of Star Alliance.
Furthermore, the affiliation of some non-aviation companies like hotels, cruise etc. is also there.
American Airlines in 1981 launched this frequent flyer programme. It is the largest loyalty programme having more than 67 million members as of October 2011.
In this programme, the miles earned can be redeemed as tickets, upgrade service class, or obtain free or discounted car rentals, hotel stay, merchandise, or other products and services through partners.
This programme award miles to the flyers of Alaskan Airlines and its partners. Customers using co-branded credit cards, booking hotel packages from partner hotels are also entitled to this plan.
Mileage Plan also provides elite membership. It has three tiers MVP, MVP Gold, MVP Gold 75k.
Obviously, Elite tiers members have more advantage than non-elite tier member. They enjoy complimentary upgrades to First and Premium Class, priority check-in and boarding, discount or free lounge access, complimentary checked bags and other benefits.
It was earlier known as Hilton HHonors where the extra “H” stood for Hilton. So it was repetitive. Hilton is trying to keep everything easy and simple for their guest hence they changed the name.
Its most attracting thing is, it offers points as well as airlines miles from the hotel stay.
Hilton rewards you 10 points for every dollar spent at the base level. At the silver level, you get 15 %, at gold level 25% and at the diamond level you get 50% extra points.
To get a free night stay minimum of 5000 points is required.
Marriott International not only award points on every dollar spent but also offers “Elite” benefits and services for a stay of 10 nights or more that make travel more convenient.
Points per dollar spent ranges from 2.5 to 10 depending upon the location and the hotel at which you stayed.
There are approximately 2500 options to redeem Marriott reward points worldwide. Marriot points can be redeemed for hotel stays, renting cars, Frequent Flyer Miles, any of the 17 cruise lines through Cruises.com, Golf etc.
Hyatt Gold Passport was introduced in 1987. You can exchange your Hyatt Gold Passport with a stay in one of the 660 Hotels in Hyatt group around the globe.
Hyatt loyalty programme has three tiers. The basic is Hyatt Gold Passport in which you get 5 Hyatt Gold Passport points per dollar spent.
Then there is Hyatt Platinum membership which can be reached after 5 qualifying stays or 15 eligible nights in a year. In this plan 15% bonus on points on every dollar spent and much more.
The most elite membership in the Hyatt group is Hyatt Diamond, for which we qualify after 25 eligible stays or 50 eligible nights. In this loyalty programme, you get 30% bonus points, rooms upgrades, complimentary breakfast etc.
The programme offers you 10 points per day on a purchase of 10 USD. When 60 points are accumulated they can be redeemed for a medium two-topping pizza.
There are three main conditions in this programme. First, your age should not be less than 13 years and second is that you can only earn points once a day. Third, the points expire in six months.
Starbucks offers 2 stars per dollar if make a purchase from your Starbucks card or Starbucks Mobile App.
To get the gold membership you need to have 300 Stars and if you are a gold member then you can buy a free drink for 125 stars.
Starbucks also offer free refills if you do not leave the store. Once you have crossed the front door the perk is over.
DD Perks is the loyalty programme of Dunkin’ Donuts. You just need to pay with your DD card at Dunkin’ Donuts location to earn points.
DD rewards 5 points per dollar.
200 points can earn you a free beverage coupon.
As the competition will increase in the market, it is expected that the number of such loyalty programmes will increase. The business should not think that launching a loyalty programme will increase their revenue overnight.
But it is evident that loyalty programmes attract people consciously or unconsciously as they make customers feel special.
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