Travel’s Loyalty Renaissance: Moving from Points to Personalization

This sponsored content was created in collaboration with a Skift partner.

In this video:

• An examination of how loyalty strategies are shifting in the travel industry
• What features will travel industry companies need to have in their loyalty programs moving forward?
• A look at how travel brands like Southwest Airlines are evolving their approach to customer loyalty in 2020

Travel loyalty programs have been around for several decades. But in recent years, the programs have undergone a fundamental shift. Instead of focusing exclusively on rigid points and miles charts, today’s programs are driven by the overall experience and value they deliver for members. This means more personalized program amenities, more flexible ways to earn and redeem program rewards with partners, and a data-driven approach to loyalty performance that values a customer’s lifetime value to the company rather than any single transaction.

What features are must haves for today’s best-in-class travel loyalty programs? And how are today’s travel organizations adapting to this shifting loyalty paradigm? In this video from Skift’s July 2020 Travel’s Path Forward: Loyalty summit we hear from Farhan Mohammad, global head of hospitality and travel for Salesforce, Jon Glick, partner, customer experience and loyalty for PwC, and Corbitt Burns, Director of Rapid Rewards for Southwest Airlines, we learn more about what the future of loyalty will look like in the travel industry.