Maximizing Retention: How Travel Merchants Can Create Successful Customer Loyalty Programs
Mar 13, 2023 3 minutes
In a digital world where change is the only constant, travel merchants are striving to create effective customer loyalty programs that will ensure their customers keep coming back. With strong retention being critical for any successful business, understanding what it takes to maximize customer loyalty with an attractive rewards program is key.
This article will explore how travel merchants can design and implement campaigns that captivate their customers, contributing to higher levels of engagement and increased longevity with the brand. From exploring incentives and developing engaging user experiences to leveraging data insights, these strategies provide an approachable framework for creating successful loyalty program, no matter what type of loyalty programs you choose to implement.
Step 1: Setting Objectives and Goals
Before creating a loyalty program, determine what you want to achieve. Are you trying to:
- increase customer retention,
- encourage repeat purchases,
- or incentivize customers to book more expensive travel packages?
Defining your objectives will help you design a loyalty program that aligns with your business goals.
Objectives should encompass both short-term benefits such as increased engagement with customers and long-term visions such as brand recognition or cost savings resulting from reduced marketing expenses.
Once these expectations have been established, relevant goals can be set that are in line with these larger aims. An example goal could include a certain percentage increase in customer retention year over year within a given time frame. Another possibility is determining a quantitative measurement of rate of conversions due to particular incentives or membership/participation levels among users who have experienced reward redemption periods.
Setting clear objectives followed by tangible actionable items will help keep the business’s loyalty schemes on track while being able to review progress against prearranged targets along the way.
Are you using the right business model?
Choosing the Right Incentives
In order to maximize customer retention, travel merchants must find the right incentives that will captivate their customers and keep them engaged with the brand.
When creating a loyalty program and considering which types of rewards could have the most beneficial impact on long-term effectiveness, there are several ways merchants can move forward. Here is a short list of potential loyalty reward program ideas to get you started:
- Discounts on future bookings – customers love receiving discounts on their next purchase and will spend more money now if it means saving some in the future.
- Free room upgrades or airline seat upgrades – give customers valuable upgrades to make their trip more comfortable and memorable.
- Access to exclusive travel deals or packages – take the guesswork out of travel planning for loyal customers by offering exclusive benefits.
- Early check-in or late check-out privileges – travelers never want to worry about where to hold their luggage, so give them that peace of mind.
- Complimentary airport transfers or hotel shuttle service – cover all the bases with transfer services that take customers exactly where they need to go.
- Free travel insurance or travel-related services (e.g., visa application assistance) – don’t leave anything up to chance, give your customers everything they need to travel safely.
- Points that can be redeemed for gift cards, cash back, or new products – provide customers with a reward points system with which they can spend on what they want.
- Free or discounted tours, activities, or excursions – everyone likes getting freebies, so knock down the price of their cheapest tour to $0 when booking a package.
- VIP treatment, such as priority boarding or access to airport lounges – let the vacation start as soon as your customers leave their homes with total comfort options.
- Personalized travel recommendations or itinerary planning assistance – be on-call and help customers with their itineraries before and during their travels.
By understanding exactly how each reward impacts one’s user journey and tailoring it accordingly, travel retailers can stand out amid an increasingly competitive marketing environment.
Take Starbucks as an example. There are millions of coffeshops, but none can compete with Starbucks. Their loyalty punch-card system works in their favor, which offer customers the chance to earn free coffee and food the more they customer spends. These loyalty card initiatives are simple but so effective, working to increase your customer base entirely with loyal customers.
Communicating the Program to Customers
Communicating a customer loyalty program to prospective and current customers is one of the most important steps in its successful implementation. Travel merchants must put effort into designing attractive campaigns that provide meaningful incentives and engaging customer experiences, as well as effectively pitching them to their target audiences.
For maximum reach and engagement, it’s essential for marketing strategies about the program to be distributed across multiple channels (e.g., email marketing, social media, Google Ads) and mediums (e.g., paid advertising, referrals, mobile app notifications).
Messages should feature simple descriptions of how customers can earn points-based rewards within the loyalty program in an easy-to-understand manner – no jargon! It’s important for travel merchants to emphasize the benefits their membership program brings their repeat customers such as higher-value trips at a lower cost or even complimentary travel packages depending on accumulated loyalty points earned with every purchase they make.
This highlights not just which rewards are available through enrolling but also emphasizes the ease of enrollment – meaning more loyalty members signing up with increased brand recognition.
Ensure your travel business is compliant.
Measuring and Analyzing Performance
It’s important for travel merchants to be aware of how their program is performing so that they can make necessary changes quickly if needed. As customer behavior becomes increasingly complex and competitive, having up-to-date customer data at hand allows merchants to identify patterns and anticipate trends before their competitors do.
In addition, measuring performance helps travel merchants create more personalized experiences for existing customers and new customers as well as uncover blind spots when it comes to customer acquisition or retention campaigns.
With many small businesses operating with limited budgets, effective measurement ensures resources are being used strategically for maximum effectiveness rather than getting lost on activities that aren’t yielding results or rewards. By regularly tracking key metrics such as sign-ups, purchases, and lifetime value – a measure of the total revenue generated by each user – merchants can identify areas where improvement could be beneficial.
Optimizing and Adapting Programs as Needed
For travel merchants to ensure brand loyalty and maximize retention, they must recognize the importance of regularly optimizing and adapting their programs as needed. An effective rewards program should not remain static but rather take into consideration changing market conditions and customer needs.
Furthermore, a comprehensive campaign design that is geared towards feeding goals associated with increasing customer lifetime value should be established from the start. Taking into account short-term vs long-term objectives such as acquisition/retention/reactivation will result in more successful campaigns with better return on investment (ROI).
To optimize programs accurately, data analysis tools should be leveraged to measure performance metrics such as engagement levels, user behavior, or even satisfaction surveys which can provide valuable insights into product usage trends over time. By actively utilizing this kind of actionable intelligence, merchants will benefit by fine-tuning their strategies based on factual information which allows them to stay ahead of the competition while meeting customers’ ever-growing expectations.
In addition to collecting analytics, feedback received post-launch also provides travel merchants insight as to whether certain features within their program are resonating well enough among users; if adjustments need to be made then they should be done swiftly.
Spring and summer travel is starting, is your online travel business prepared?
Not only do travel merchants need to reward customers with quality deals, discounts, and perks, but they also need a payment system that can support their business and a sudden spike in sales.
That’s where DirectPayNet comes in. We help travel merchants like you create a credit card payment ecosystem that supports their e-commerce business model, especially during months of increased sales volume. Speak with our team today to see how we can set you up to scale.