Flexibility Tops Travelers’ Loyalty Wish Lists — Digital Marketing News This Week

Despite efforts at simplification, the never-ending "shell game" of loyalty-marketing keeps getting more complicated. Whether we're talking about the increasingly confusing airline mile redemption options or new types of loyalty programs from non-traditional players like HotelTonight, the travel industry seems to recognize that the current model isn't working. Instead, many in the industry are realizing the importance of flexibility as the core of any successful loyalty program. Though the concept of loyalty flexibility can take many forms, the benefit of this approach is that it no longer forces customers into a "one size fits