Skift Take

There’s no question that customer and company definitions of loyalty are undergoing a fundamental shift in the travel industry, with personalized products and experiences playing an ever-more important role. In this session from Skift Tech Forum 2019 we learn more about how the concept of loyalty will evolve in the years ahead.

The 2019 Skift Tech Forum brought together some of the world’s most influential travel-focused tech companies and aggregators, along with the leaders of major travel brands to explore technology’s role in addressing marketplace disruptions, collapsing silos, and shifting partner alliances in travel.

One key theme at this year’s forum was the evolving role of loyalty programs among travel industry businesses and customers. It’s clear that today’s travelers want much more than just having opportunities to earn points. Instead, they want experiences that better satisfy their wants and needs at any given moment in the travel journey. Meanwhile, for travel executives, new innovations like machine learning offer the potential to transform how the industry delivers more relevant and personalized experiences to customers.

How is the relationship between personalization and loyalty evolving in the travel industry? How will these two disciplines continue to evolve in the months and years ahead? And how will technology help to facilitate new opportunities to better align loyalty programs with efforts to offer customers more personalization as well?

In this conversation between Christian Selchau-Hansen, co-founder and CEO at, Praveen Sharma, vice president, digital products & analytics for United Airlines, and Jeremy Kressmann, research editor for SkiftX, we learn more about how travel brands like Formation and United are helping to design the future of travel industry loyalty experiences.

Check out the video above to view the full conversation.

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Tags: digital, loyalty, personalization, skift tech forum, stf2019, united airlines

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