Skift Take

In this video from Skift Global Forum 2023, IAG Loyalty Chief Commercial Officer Rob McDonald discussed the expansion of loyalty programs and partnerships designed to boost customer engagement and put better data at companies’ fingertips.

This sponsored content was created in collaboration with a Skift partner.

In this video:

  • The evolution of travel loyalty: A look at how loyalty programs are proving vital as a driver not only of customer engagement but also of the first-party data that enables it, and why more and more big-name companies are jumping into the fray.
  • Meeting a wider range of customer expectations: Loyalty points are generally fun to collect yet often challenging to actually use, which means travel and loyalty companies must continue to innovate to create a closed-loop experience that does not undermine or eventually erode loyalty-based engagement.
  • Loyalty’s business case: A data-driven discussion around what travel companies stand to gain when they take the leap into loyalty, and how partnerships can drive greater success.

Loyalty programs continue to evolve, with businesses in and outside the travel industry jumping in and forming partnerships that aim to increase engagement with an ever-more demanding customer base. The trick for loyalty programs is to continue innovating — not only as a way to keep things interesting and fresh, but also as a way to make their points easier to earn and more rewarding to redeem. Those innovations will serve to make a compelling business case for loyalty even stronger.

In this video from Skift Global Forum 2023, IAG Loyalty Chief Commercial Officer Rob McDonald chatted with Skift President Carolyn Kremins about evolution of the loyalty space, the many companies across various industries that are entering the fray, how those companies form partnerships, and the business case for focusing more intentionally on loyalty programs.

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

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Tags: customer data, data, iag loyalty, loyalty

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