4 Key Takeaways From Skift's Loyalty and Subscription Summit

The pandemic forced travel brands to get smarter by using their loyalty programs to engage with consumers even when those customers aren't traveling. That new skillset will have a lasting impact even after the pandemic eventually fades. Being savvier at engaging customers at all times was one of the four takeaways from Skift Live's Loyalty and Subscription Summit, which took place as a virtual event on April 21. Other takeaways included revamping loyalty programs to cope with the loss of traditional corporate travel, experimenting with subscription models, and adapting to "responsible tourism." Serving Your Customers Marriott International is one brand that has leveraged non-travel spending through its loyalty program. Earlier this month, Marriott made it possible for members of its Bonvoy loyalty program to earn points toward free nights at the company's hotels and home rentals when ordering food delivery on Uber Eats or requesting selected Uber rides. "This Uber effort is just the first stop on other ways that you'll be able to earn more points," said Peggy Fang Roe, global officer, customer experience, loyalty, and new ventures at Marriott International. "You'll see us capture more share of leisure spending. We've been working on yachts for Ritz Carlton, for example." Coping With Changes in Business Travel Marriott has also historically weighted its loyalty program promotions to busine