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Collinson Latitude Calls For Loyalty Scheme Rejuvenation

Aviation - 8th February 2011

London, February 8 2011: Collinson Latitude, a global provider of ancillary and incremental revenue products, is calling for airlines, hotels and travel businesses to rejuvenate their loyalty programmes.

The company, a pioneer of online and mobile-based loyalty tools, is taking its message of customer engagement to the Loyalty 2011 conference in Fort Worth, Texas on February 21-23.

Focused on travel loyalty professionals and frequent flyer programmes worldwide, Loyalty 2011 is a key event in what will be an important year of recovery and renewal in the travel sector.

“After 30 years, many loyalty and ancillary revenue programmes are showing their age,” says Janet Titterton, director at Collinson Latitude. “Airlines and travel companies are still squeezed by the recession, so building profitable ancillary and incremental revenue streams is vital to them. However, few of these businesses have effectively harnessed the web and smartphones as ways to maintain consistent and sustainable engagement with their customers worldwide.

“Loyalty rewards schemes and subscription-based membership programmes, for example, are great vehicles to offer customised digital inventory and travel-related products, from apps to insurance, to a customer’s smartphone or laptop anywhere in the world. If that digital inventory includes third-party lifestyle content separate from the direct travel service you provide – a skiing app, for example – you can ensure your customer is consistently engaged with, and rewarded by, your company. That sense of value is at the heart of customer loyalty.”

Together with sister company ICLP, Collinson Latitude will be hosting a workshop at Loyalty 2011 to suggest how long-established loyalty programmes can be refreshed, strengthened and made more profitable through the seamless integration of new multi-channel tools.