Convert Passivity into Active Participation | Collinson Latitude

How to convert passive accumulators into active participants

Wednesday, April 1, 2015 BACK TO INSIGHTS

Ever since the first frequent flyer programmes were launched in 1981, reward programmes have remained an important component of the travel industry. And while the financial services sector has played a role in supporting airline and hotel loyalty programmes over the last few decades – nowadays many financial service providers have their own successful loyalty programmes.

In fact, loyalty commerce as a whole has undergone such an intense transformation that the industry is almost unrecognisable from what it once was, and brands are forced to regularly innovate or risk falling behind.

We look at how loyalty programmes can turn a large member base of less frequent travellers into actively engaged participants; how programmes can add value to the modern traveller; and how to get the perfect balance between reward and revenue.

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