Travel Loyalty News

Travel brands must expand their customer retention strategies to go beyond points and rewards systems. Driving long-term loyalty requires rethinking every aspect of the customer journey.

Travel brands have made it so easy for guests to sign up for loyalty programs, it’s no wonder travelers’ points and miles often go unredeemed. In order to create a more meaningful version of brand loyalty, travel marketers need to use data more effectively to deliver more seamless, personalized, and rewarding experiences.

It's not just about discounts for diners. A well-executed loyalty program can open up a window into customer behavior and feedback that hasn't previously existed for most restaurants.

Hotel chains and tours and activities are converging again as Shangri-La Hotels & Resorts and Klook strike a partnership. The deal, following Marriott International’s stake in PlacePass last year, has its potential pitfalls but the upside could be huge for both parties if they can make it go smoothly.

In the midst of ironing out the kinks in its newly merged loyalty program, Marriott was hit with news of a massive data breach last week. Revealed on Friday, the breach affects over 500 million former Starwood Preferred Guest loyalty members.

Loyalty members don't seem to be too bothered by Marriott's recent breach of more than 500 million users' personal data. Part of that could be low expectations for Marriott, or because this isn't the first data breach rodeo for many.

Companies are focusing on bringing diverse strategies and disparate technologies together to create the perfect points system for their loyalty offerings –– but true differentiation is created by really understanding the customers and through personalized programs.

Delta frequent flyers are about to lose a SkyTeam partner in China, which means fewer miles and codeshare benefits. Those who fly American Airlines and other Oneworld partners, however, may soon gain one.

Ridesharing and homesharing services have been long overdue for loyalty program launches. Now, both Lyft and Uber are offering at least limited options.

Most Marriott Rewards and Starwood Preferred Guest members enjoyed a seamless integration earlier this year when the two programs merged. For some, however, latent issues are still hampering the experience. We asked five Starwood members about their journeys.