4 Key Takeaways From Skift’s Loyalty and Subscription Summit
Photo Credit: A traveler in Denmark. Loyalty programs at travel brands becoming savvier at engaging customers even when they aren't traveling was a takeaway from a Skift Summit. Unsplash / Mantas Hesthaven
Skift Take
The pandemic has proven the resilience of loyalty programs. But it has also suggested the need for travel brands to supplement their loyalty programs with subscription-based products that address complementary needs.
The pandemic forced travel brands to get smarter by using their loyalty programs to engage with consumers even when those customers aren't traveling. That new skillset will have a lasting impact even after the pandemic eventually fades.
Being savvier at engaging customers at all times was one of the four takeaways from Skift Live's Loyalty and Subscription Summit, which took place as a virtual event on April 21. Other takeaways included revamping loyalty programs to cope with the loss of traditional corporate travel, experimenting with subscription models, and adapting to "responsible tourism."
Serving Your Customers
Marriott International is one brand that has leveraged non-travel spending through its loyalty program. Earlier this month, Marriott made it possible for members of its Bonvoy loyalty program to earn points toward free nights at the company's hotels and home rentals when ordering food delivery on Uber Eats or requesting selected Uber rides.
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