Articles tagged “skift loyalty and subscription summit”

The pandemic has proven the resilience of loyalty programs. But it has also suggested the need for travel brands to supplement their loyalty programs with subscription-based products that address complementary needs.

There may be momentum behind the travel industry's recovery, but plenty of uncertainty is still ahead. Now is not the time to drive customers away with sneaky, overnight devaluing of loyalty points.

Naysayers might say subscriptions don't work in the travel space, but proponents say it's about execution. The keys to being successful are adaptability with the changing times, customer needs, and authentic relationship building — easier said than done, of course.

The likes of Alibaba, Grab, and Rakuten have billions of members. If hotels can tap into a just fraction of their users, and convert them to their own loyalty schemes, they'll be mighty happy.

Access, curation, and creating value for both consumers and suppliers are critical to the success of Tripadvisor's new subscription product, says a top executive. The company's still working out the kinks with Tripadvisor Plus, but the early word is promising.