Abstract
By reviewing the current initiatives and developments in frequent flyer programs (FFPs), De Boer is able to distill three themes that capture the trends and innovations that are taking place. The first trend is how airline loyalty programs are improving their underlying economics. De Boer highlights the shift to value-based accrual systems, and tighter elite qualification rules as key examples. Secondly, against a backdrop of an increasingly competitive market place, FFPs are striving to ensure relevancy by providing greater context and convenience. De Boer cites the increased use of data driving better and more contextually relevant marketing offers. Lastly, De Boer identifies how FFP partnerships have evolved, and how their ongoing success has become contingent on the FFP being able to generate demonstrable value.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Although airport taxes are typically imposed by external parties such as airport operators, some programs offer options to pay by miles, at either fixed or varying miles levels.
References
Berry, J. (2014). 7 Trend-driven resolutions for loyalty marketers in 2014. Colloquy. Retrieved April 19, 2017, from https://www.colloquy.com/resources/pdf/reports/20131210-7-Trend-Driven-Resolutions-rep.pdf
Breugelmans, E., Bijmolt, T., Zhang, J., Basso, L., Dorotic, M., Kopalle, P., et al. (2014). Advancing research on loyalty programs: A future research agenda. Marketing Letters, 26(2), 127–139. https://doi.org/10.1007/s11002-014-9311-4.
Capizzi, M., & Ferguson, R. (2005). Loyalty trends for the twenty-first century. Journal of Consumer Marketing, 22(2), 72–80. https://doi.org/10.1108/07363760510589235.
Doppelt, L., & Nadeau, M.-C. (2013, July). Making loyalty pay: Lessons from the innovators. Retrieved April 19, 2017, from https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/financial%20services/latest%20thinking/payments/mop17_making_loyalty_pay_lessons_from_the_innovators.ashx
Emirates. (n.d.). Emirates and SPG your world rewards. Retrieved June 3, 2017, from https://www.emirates.com/english/skywards/about/partners/hotels/your-world-rewards.aspx
Infinite Journeys. (n.d.). How the tiers are matched. Retrieved June 3, 2017, from http://infinitejourneys.com/en/
Kinney, J. (2013, November 13). Marriott: Smart data case study. Presentation presented at FFP Conference 2013, Vancouver, BC.
McKone, D. (2013, November 13). L.E.K. consulting: Eight big reasons why loyalty will transform the customer experience. Presentation presented at FFP Conference 2013, Vancouver, BC.
Mullen, A. (2013, May 14). The future of marketing is (better) context. Retrieved April 21, 2017, from http://blogs.forrester.com/anthony_mullen/13-05-14-the_future_of_marketing_is_better_context
Nakata, V. (2017, February 21). Rentalcars.com : Four disruptive ingredients – Online travel trends that will impact the way you think about loyalty. Presentation presented at Loyalty 2017, London.
Smartphone Apps Crushing Mobile Web Time. (2016, September 20). Retrieved April 20, 2017, from https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
de Boer, E.R. (2018). Trends and Innovations. In: Strategy in Airline Loyalty. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-62600-0_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-62600-0_7
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-62599-7
Online ISBN: 978-3-319-62600-0
eBook Packages: Business and ManagementBusiness and Management (R0)