Business Traveller Asia-Pacific Edition (Digital)

Business Traveller Asia-Pacific Edition (Digital)

1 Issue, January - February 2025

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Evolution of loyalty programmes

According to Chris Ross, chief brand officer – Priority Pass, 2025 will be the year of experiential loyalty, evolving around six key pillars:
Evolution of loyalty programmes
MICRO-EXPERIENCES: Using data to drive curated and personalised surprise-and-delight moments. EVENT EXPERIENCES: Preferential access, special events and unique perspectives. SERVICE EXPERIENCES: Recognising the individual by name, remembering their interests and preferences – essentially making loyalty truly customer-centric. GAMIFIED EXPERIENCES: Creating high-frequency engagement challenges with immediate earn/ response cycles. DIGITAL EXPERIENCES: Immersive, personalised virtual experiences using advanced VR and AR technology and interfaces. SOCIAL IMPACT EXPERIENCES: Brands should have meaning and impact beyond their core product. Loyalty is a useful place to express this, as more programmes drive engagement with benefits and rewards in the social and sustainability spaces. SOURCES: *Global Markets Insights, Sports Tourism Market Forecast 2024 – 2032; **Custom Market Insights, Global Music Tourism Market 2024–2033 ‘The new loyalty paradigm of immediacy, utility and relevance means that customers are…
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Business Traveller Asia-Pacific Edition (Digital) - 1 Issue, January - February 2025

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