Why breadth of rewards adds value
Members of frequent flyer programme are diverse. They come from all over the world, are of different ages and, most importantly, all have different behaviours and interests. Therefore, you need to make sure that you have a rewards programme that meets these different wants and expectations.
Frequent flyer programmes have come a long way since just being an added incentive for an airline's most valued customers. This is no longer the case and airline's now have huge numbers of consumers signed up to their loyalty programmes from all over the world. And if programme managers want them to all to be engaged with their programme then they have appeal to more than one or two customer personas.