Skift Take

What does the future of customer loyalty hold for brands and operators in the travel, tourism, and hospitality industries? Share your thoughts by taking this digital assessment by PK and Salesforce. All respondents will receive ​​complimentary access to the report.

The global pandemic was an unprecedented event that transformed almost every aspect of the travel industry as we know it. Legacy practices and programs were upended, giving way to new consumer preferences and behaviors. To adapt to the shifting landscape and stay relevant, businesses pivoted and reimagined their operations, from the way bookings were made to how transactions were carried out. It also begged the question: How would traditional customer loyalty be affected?

PK, a Forrester recognized leader in loyalty and the experience engineering firm behind some of the world’s most customer-obsessed brands, has a unique perspective on where customer loyalty is headed. “We believe that membership-based programs that focus on experiences and access to products and services will continue to grow, while more traditional programs that engage customers based on points, coupons, and tiers will struggle to differentiate themselves in a crowded marketplace,” said Martin Mehalchin, executive vice president of integrated loyalty solutions at PK.

Loyalty programs have been overhauled as brands and operators search for new ways to engage, recognize, and reward their customers and expand upon points, miles, and reward incentives. In this period of heightened risk — and cautiously optimistic rebound — insights are required as to what the future of customer loyalty might look like.

PK’s survey, produced in partnership with Salesforce, is designed to uncover the latest perceptions around customer loyalty in the travel, tourism, and hospitality spaces. It explores what brands and operators need to do to win back customer loyalty today and how loyalty programs might function in the immediate years to come.

This survey will take less than 10 minutes to complete. The anonymous data gathered will be published in an upcoming report from PK and Salesforce. All respondents will receive ​​complimentary access to the report, as well as a free loyalty and membership maturity assessment.

This content was created collaboratively by PK and Skift’s branded content studio, SkiftX.

Tags: airline loyalty, business loyalty, business of loyalty, customer loyalty, customer retainment, loyalty, loyalty points, loyalty programs, SkiftX Showcase: Technology

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