This article was based on the interview with Jeff Zotara of arrivia by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
One of the key factors driving the need for adaptation in loyalty programs is the increasing importance of value to consumers. In the wake of the pandemic, consumers are placing a higher priority on getting the most value out of their travel experiences, not just in terms of saving money but also in enhancing their overall experience. This shift in consumer mindset means that brands must rethink how they deliver value to their customers, whether through discounts, perks, or unique experiences that go beyond just the transactional aspect of travel.
Furthermore, the rise of the mobile economy has made convenience and user experience more important than ever before. With consumers accustomed to getting what they want with just a touch of a button, brands must ensure that their loyalty programs are easy to use, seamless, and frictionless. This means providing a user experience that is on par with other online shopping experiences, with one-click buys and intuitive interfaces that cater to the fast-paced nature of modern consumer behavior.
In response to these changing preferences, Arrivia has focused on enhancing its loyalty programs to offer more personalized and relevant rewards to its customers. By leveraging data and insights, Arrivia is able to tailor its loyalty programs to meet the unique preferences and interests of each customer, ultimately driving engagement and loyalty.
Another aspect of the evolving consumer preferences in the travel industry is a greater emphasis on sustainability and responsible travel. Consumers today are more conscious of their environmental impact and are seeking brands that prioritize sustainability in their operations. Arrivia has responded to this shift by partnering with eco-friendly hotels, resorts, and tour operators, and incorporating sustainability initiatives into its loyalty programs.
In addition to personalization and sustainability, consumers are also placing a higher value on convenience and flexibility in their travel experiences. Arrivia has adapted its loyalty programs to offer more flexible booking options, easy redemption processes, and seamless travel experiences for its customers.
Overall, the evolving consumer preferences in the travel industry are driving brands like Arrivia to innovate and adapt their strategies to meet the changing needs of their customers. By focusing on personalization, sustainability, convenience, and flexibility, brands can build stronger relationships with their customers and create more meaningful and engaging travel experiences. As consumer preferences continue to evolve, it will be crucial for brands to stay agile and responsive to these changes in order to remain competitive in the market.
