Dec
21
2020
With Four Seasons Hotels even about to launch new elite rewards, it’s become clear: loyalty holdouts lose out. The principles of loyalty marketing apply to all travel businesses, and to other industries too.
How much it makes sense to invest in a customer depends on a product’s margins, and the extent to which elite benefits versus rebates matter to a customer depend on their profile and subjective preferences – but the basic principles are the same across customer groups and even industries. What form the program takes can vary, but recognizing and rewarding customers matters.
