Airlines have leaned on their loyalty programs to raise much-needed funds in the past year.
The move has highlighted the dollar value in those programs and kicked off wider conversations of where loyalty schemes go from here and how to keep that aspirational element in them as consumer expectations change.
Mark Ross-Smith, CEO of
Loyalty Data Co
, believes we might see
a large consumer loyalty program acquire a small airline
to boost the value of their programs.
The former head of Malaysia Airlines loyalty program also sees existing airline loyalty programs acquiring other businesses to help bring more members into their schemes to derive value beyond existing partnerships.
Joining the PhocusWire Pulse: Loyalty for the Long-Haul event, Ross-Smith also discusses the evolution to lifestyle programs from airlines and the drive toward personalization.
Watch the full interview below:
PhocusWire Pulse: Loyalty For The Long Haul - Mark Ross-Smith of Loyalty Data Co