{"id":56731,"date":"2017-01-13T10:59:15","date_gmt":"2017-01-13T09:59:15","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=56731"},"modified":"2017-08-25T12:04:18","modified_gmt":"2017-08-25T10:04:18","slug":"loyalty-programmes-in-search-of-personalisation","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/loyalty-programmes-in-search-of-personalisation","title":{"rendered":"Loyalty programmes in search of personalisation"},"content":{"rendered":"

Born in a context of opening up to competition - the liberalisation of American skies led American Airlines to launch the first frequent flyer programme, AAdvantage, in 1981 - frequent flyer programmes are becoming increasingly topical in a context of hyper-competition. More and more players in the travel industry have got involved over the last few years, including online agencies such as Expedia and Hotels.com, hubs such as Paris A\u00e9roports, and VTC giants such as \u00dcber, which this summer in Los Angeles tested the beginnings of a customer loyalty scheme with promotions for its top-of-the-range \u00dcber Black offer. For their part, the airlines are stepping up their programmes for businesses, such as BlueBiz at Air France and Partner Benfit Plus for the Lufthansa group.
\nAbove all, low-cost airlines, which have long shied away from this costly marketing tool, are also getting in on the act. Following the example of Vueling with its Punto points and Premium card, EasyJet and Ryanair have broken this golden rule by adding loyalty to their strategy. Attracting business travellers is obviously not the least reason for this about-turn. This summer, the orange airline unveiled its Flight Club programme, which offers benefits tailored to business travellers, who are often rushed off their feet at the last minute. These include no charge for changing reservations or passenger names, as well as guaranteed lowest fares. As part of its Allways Getting Better plan, Ryanair has also entered the fray with its My Ryanair Club, offering discounts, access to promotions 24 hours in advance and the chance to win a free flight for every 12 flights taken during the year.<\/p>\n

An advantage over the competition<\/h3>\n

For the tourism industry, the benefits of loyalty programmes are well known: a loyal customer spends more, and more often. They also spend better, at least from the point of view of the various players who do not hesitate to use them to guide travellers' consumption. While airlines offer few or no miles on their lowest fares, hotel groups have turned their programme into a weapon in the face of competition from online travel agencies. For a long time now, bookings made through Booking, Expedia and others have not been eligible for the famous loyalty points. But this year, in order to stimulate direct sales, major groups such as AccorHotels, Hilton, Hyatt, IHG and Marriott have gone one step further by launching exclusive discounts for members of their programmes. All accompanied by unambiguous marketing campaigns: Stop Clicking Around at Hilton, It Pays to Book Direct at Marriott. In short, stop clicking left and right and come to us to find the best rates.
\n\"In 50 years, loyalty programmes have had the opportunity to demonstrate their competitive advantages. However, even if they have proved their worth, they must continue to evolve\", comments Fr\u00e9d\u00e9ric Kahane, Director of Air France-KLM's Flying Blue programme. This view is shared by Emanuel Baudart, Chief Customer Officer at AccorHotels, with particular responsibility for loyalty: \"Changing consumer habits and digital transformation are forcing the travel industry to rethink the very core of the idea of loyalty. Programmes need to go beyond rewards and focus on customer recognition.
\nAs in old couples, loyalty is a fire that needs to be fanned. The travel industry has long sought - and still does - to win the good graces of its customers with miles and points to curb their desire to go elsewhere. For the most regular of them, Gold or Platinum cardholders, they reserve special attentions for them, much appreciated by long-haul business travellers: access to lounges, priority check-in and boarding for air travel, flexibility to take another train in the event of unforeseen circumstances for rail companies, late check-out or even an upgrade in hotels.
\nBut today, over and above these benefits, which are more or less identical from one company or group to another, the travel industry has the will, and even more so, the ability to go further with a personalised approach to customer loyalty. \"This is a very strong area. Technology makes it possible and customers are asking for it\", notes Fr\u00e9d\u00e9ric Kahane. By creating a platform at the end of 2015 to centralise information on each of its passengers - travel searches, flight schedules, VIP lounge attendance, web interactions - Air France intends to have a \"360\u00b0\" view of the customer. For Adeline Challon-Kemoun, Executive Vice President Marketing, Digital & Communications at Air France-KLM, \"the future lies in the industrial production of products and services that are highly personalised in all circumstances, combining the best of the power of digital and human skills\". This is because staff on the ground or in the air will be able to access information in real time so that they can treat scheduled passengers with all the honours due to their ranks.<\/p>\n

Intimate knowledge<\/h3>\n

It's not the loyalty card that creates loyalty, it's the experience,\" stresses Emanuel Baudart. If it's bad, customers don't come back, or they come back less often\". As part of its digital strategy, AccorHotels will be introducing a new CRM tool, the Customer Digital Card, in a number of pilot establishments next year. \"We collect a wealth of information about our customers, particularly through the AccorHotels Club programme. We now need to transfer this knowledge of our customers to our hotels and ensure that this information reaches the receptionist. Until now, this has rarely been the case\", adds the head of the hotel group. Loyalty programme status, room or pillow preferences, eating habits, recent bookings, any problems encountered during a stay: using the Customer Digital Card, teams will be able to optimise preparations for travellers' arrival and ensure that their stay goes as smoothly as possible.
\nAlongside more personalised relationships, loyalty programmes are also taking on an emotional dimension, with rewards no longer based on freebies, but on customers' passions. A few years ago, Starwood Hotels and Delta Air Lines were pioneers when they launched their SPG Moments and SkyMiles Experiences. Others are following suit. In 2016, Marriott set up an \"Experiences marketplace\", enabling Marriott Rewards members to attend matches in VIP conditions or backstage concerts, the group being a partner of the basketball and American football leagues and Universal Music on the music side. \"Loyalty is not just about ensuring that our members choose to stay in our hotels. We also want to offer them memorable moments that go beyond their stay\", explains Thom Kozik, Vice President Loyalty at Marriott International.<\/p>\n

\"Loge_Le_Club_AccorHotels_1-petite\"<\/a>
A box at the AccorHotels Arena - the former Palais Omnisports de Paris Bercy - is reserved for the hotel group's loyal customers. Accor<\/figcaption><\/figure>\n

Similarly, by putting its name on the Palais Omnisports de Paris Bercy, now known as the AccorHotels Arena, the French hotel group has not only given itself a powerful image boost. It has a 16-seat box reserved for members of the AccorHotels Club, who can reserve one or more seats to attend any of the 200 events scheduled throughout the year. These Elite Experiences have been added to the range of privileges offered throughout the world since the beginning of the year. \"The points scales are attractive. These Elite Experiences are not designed to make them spend points, but to give them real recognition for their loyalty\", adds Emanuel Baudart. Air France-KLM is considering a similar development for its Flying Blue programme. \"Between trips, the interaction with our customers can be different. By getting to know them better, we can invite them to this or that event with the programme's partners\", explains Fr\u00e9d\u00e9ric Kahane, who recalls that Flying Blue launched \"its Golf and Running communities\" in the early 2010s.<\/p>\n

\"Starwood<\/a>
Starwood Hotels is offering its loyal customers the opportunity to receive a dematerialised room key. An innovation acclaimed by SPG Platinium members \u00a9 Starwood<\/figcaption><\/figure>\n

But the experience is also that of the journey, of the day-to-day stay. In this respect, loyalty programmes tend to make travel easier and smoother for frequent travellers, in addition to the basics such as access to VIP lounges or priority check-in. Hoteliers, for example, are reserving the scoop on their latest high-tech innovations for their loyal customers, such as the room key embedded in smartphones, which is currently being rolled out by Starwood and Hilton.<\/p>\n

High-tech benefits<\/h3>\n

But it is undoubtedly in the rail sector that this development has been most marked, as loyalty has gone hand in hand with ticketless travel, as Bertrand Lamour, Managing Director of the Customer Care CRM Services Business Unit at Voyages SNCF explains: \"The Voyageur programme has boosted the dematerialisation of tickets, as the loyalty card, whether physical or virtual via the SNCF or TGV Pro apps, acts as a ticket. We have recently taken a further step, which our customers have been eagerly awaiting, since season tickets - Fr\u00e9quence, Senior and others - are now also integrated into the loyalty card\". In the same way, the Thalys TheCard programme card also integrates the ticket, with the railway company reserving another advantage for its Gold, Platinium or Platinium+ members with the possibility of downloading a daily newspaper, magazine or comic strip free of charge to enhance their journey.
\nThe SNCF, through the IDPass app features reserved for members of the Voyageur programme, has gone a step further by organising mobility around their journey for them. Using this app, launched in 2015, passengers have access to different solutions for getting to and from the station, such as booking an IDcab - a taxi or VTC - at a fixed price or taking advantage of a self-service electric vehicle or bike. \"They can also hire a car by the hour or by the day in partnership with ZipCar. In this case, passengers will find the keys in the glove compartment of the vehicle after unlocking the door with their smartphone,\" explains Bertrand Lamour.<\/p>\n

\"YAU-<\/a>
The SNCF has installed a new lounge concept at Lille-Flandres station, with newspapers, hot drinks, WIFI and tablets available to passengers. SNCF<\/figcaption><\/figure>\n

Sharp devaluations<\/h3>\n

Beyond these trends, it is also the basis of loyalty programmes - the miles and points earned - that is evolving. This is a sensitive subject, since any change to the points accumulation and reward access scale is widely commented on in the many discussion forums and blogs specialising in the subject, with 'devaluations' obviously being very poorly accepted. In the United States, Delta, United and American Airlines have in turn changed the rules of the game with a system based not on miles flown, but on the price of the ticket, with American, for example, offering five miles for every dollar spent. At the same time, its Elite statuses are more difficult to achieve, with a certain number of miles, but also a certain level of spending required to qualify.
\nAmerican airlines often set the tone for the sector, but is this trend set to become global? Launched ten years ago, the Flying Blue programme is set to change radically over the next two years. It's something we're exploring, as are others,\" admits Fr\u00e9d\u00e9ric Kahane. Today, you have more and more paying options. But if you pay 200 euros for a flight and you add as many paying options, but you're only rewarded for the 'distance' part, that's not necessarily very fair. Similarly, in France we have many customers who only fly domestically. In this case, the single notion of distance is perhaps not the most appropriate criterion.
\nAs well as strengthening the special relationship with high status passengers - the high-contribution travellers that the various players are primarily seeking to retain - the programmes offer advantages to infrequent customers. \"For occasional travellers, the Voyageur programme offers a simple mechanism, with no points earned but discount codes offered for every ten journeys, of 10 % the first time, then 20 % the following times\", explains Bertrand Lamour. After 20 journeys in a year, customers enter the world of award tickets and privileges, with Grand Voyageur Plus and Le Club status giving access to lounges in 12 TGV stations. The Grand Voyageur Le Club status also offers two practical services in the event of an extended or shortened appointment, with access to the next train and a full train exchange, so that you can leave earlier even if the train is very busy.
\nAir France-KLM has also targeted its Ivory members, i.e. occasional travellers \"who only fly once or twice a year, but always with us. We want to reward them with immediate benefits\", explains Fr\u00e9d\u00e9ric Kahane. Announced at the beginning of the summer, the Ivory Now benefits offer up to \u20ac10 off paid baggage and 10 % off seat options. In terms of rewards, Ivory cardholders can also use their points on Transavia, with 5,000 miles for a trip to France.
\nMembers should not be discouraged, even if they are not regular customers,\" comments Emanuel Baudart. So our 'member only' rates are available to everyone, whether they have a Classic or Gold card. Of course, the higher you go in the programme and the more frequent and loyal the customer, the higher the recognition\". Depending on whether you are a Classic or Gold cardholder, the doors of the salons will be open or closed to you... Basically, La Fontaine is still relevant today.<\/p>","protected":false},"excerpt":{"rendered":"

With their loyalty programmes promising miles and wonders, the business travel industry has managed to capture the attention of its regular customers with reward tickets, free nights and VIP advantages. To go even further, their strategies revolve around three pillars: digitalisation, personalisation and emotion.<\/p>","protected":false},"author":19,"featured_media":56737,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[71],"tags":[],"type-darticle":[],"n_magazine":[1737],"class_list":["post-56731","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politique-voyages","n_magazine-n151","vapo-free"],"acf":[],"yoast_head":"\nLes programmes de fid\u00e9lisation\u00a0en qu\u00eate de personnalisation<\/title>\n<meta name=\"description\" content=\"Avec leurs programmes de fid\u00e9lit\u00e9 promettant miles et merveilles, les acteurs du voyage d\u2019affaires ont su capter l\u2019attention de leurs clients r\u00e9guliers \u00e0 coup de billets primes, de nuit\u00e9es gratuites et d\u2019avantages VIP. 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