The speed of technological development in the modern age and the rise of millennials in the workplace have resulted in many industries having to change the way they’ve traditionally done business. The loyalty space is no different, as Kate Kennedy discovered.
The days of a one-dimensional loyalty programme that sees the customer earning points with a particular airline or hotel and redeeming them for a free flight or bed night are over.
Customers are no longer interested in an apples-for apple programme - they want to exchange strawberries and mangoes and oranges for apples. Thankfully, apple vendors – airlines, hotels and car rental companies – are open to this exchange.
That’s a good thing, because it ’s what is going to keep them relevant and in touch with the needs of their customers. Fortunately for the brands, customers still want to belong to loyalty programmes, but those brands on the receiving end are having to work even harder than ever before to show those customers real value.
It ’s about value and meaning, driven by a younger generation of loyalty customers that see things differently from their older counterparts.
“Both consumers and businesses recognise the value of loyalty programmes,” says Sharon De Leur, Emperors Palace Marketing Manager for the Peermont Hotels, Resorts & Casinos group. “Businesses and brands are strategically teaming up to offer more unique value-adds and lifestyle benefits to enhance the consumer’s perceived value of the loyalty programme.”
The problem is, in most cases, regardless of the sector, there are so many different brands to choose from. So, what’s going to be the deciding factor?
Denne historien er fra March 2017-utgaven av Business Traveller Africa.
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Denne historien er fra March 2017-utgaven av Business Traveller Africa.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Dreamliner - Boeing's B787 Has Changed The Aviation Landscape
There’s something unique about a brand-new aircraft. It’s not just the fresh-out-of-the box smell, or the sight of an interior as the designer intended it, rather than following the wear and tear of hundreds of passengers. It’s not even the specially selected crew accompanying you on the inaugural flight, or the senior pilot chosen to fly it home. It’s the difference of approach, says Tom Otley of Business Traveller UK.
Made In Africa
Fashion has always been in vogue in Africa – but now it could be big business, too, as new designers and start-up brands target the global market.
Relais Des Plateaux
This art deco hotel has 46 neatly appointed, soundproofed, air-conditioned guestrooms, in four different categories.
British Airway Business Class
No queues for Club and First World passengers made boarding a breeze and once in my seat
Converting Opportunities
Hilton are making a big statement in Africa, committing $50 million over the next five years towards the Hilton Africa Growth Initiative, in the form of around 100 hotel conversions. Hilton made the announcement at the Africa Hotel Investment Forum in Kigali, Rwanda in October, where editor Dylan Rogers took the opportunity to sit down with Patrick Fitzgibbon, Senior Vice-President, Development: Europe, Middle East & Africa.
Peermont Metcourt Hotel
Emperors Palace Hotel, Casino, Convention and Entertainment Resort, located next to O.R. Tambo International Airport, has extended its select-services Peermont Metcourt hotel by 100 rooms, which includes 93 family sized rooms, six Classic King Rooms and one suite. The $8.5 million expansion project has increased the hotel’s capacity from 248 keys to a 348 key facility, expanding Emperors Palace’s room capacity to 757 across its four hotels.
More Than A Stopover
For so long overshadowed by its fellow emirate Dubai, Abu Dhabi is shedding that ‘underdog’ status after a couple of years of sustained growth and a more focused approach to what it offers its visitors – both business and leisure.
Island Style
It’s long been regarded as one of Africa’s luxury island destinations, and for good reason - stunning beaches, gorgeous views, great food, excellent service and stunning hotels that make the most of the beautiful surrounds. Now the Seychelles wants to be taken seriously as a MICE destination.
Changing Perception
The Birchwood Hotel & OR Tambo Conference Centre has over the past 20 years built a reputation as a South African conferencing ‘giant’ with an impressive offering that caters to just about any event. But, like any good business, it needs to evolve and diversify, if it is to continue prospering. That’s according to Founder and Director, Kevin Clarence, who joined editor Dylan Rogers for a coffee in Johannesburg.
A Different Type of Value
The speed of technological development in the modern age and the rise of millennials in the workplace have resulted in many industries having to change the way they’ve traditionally done business. The loyalty space is no different, as Kate Kennedy discovered.
