The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- First Look at the Exclusive Rates Hilton Wrested From Expedia
- Hotels and Airlines Test Loyalties of Business Travelers With Match Programs
- The One Absolutely Necessary Function to Build Mobile Engagement…
- Goodbye, Hotel Loyalty Points? A New Booking Site Offers Cash For Every Stay
- Consumers Expect Personalized, Relevant, Digitally Connected Customer Experience
First Look at the Exclusive Rates Hilton Wrested From Expedia (SKIFT)
Considering we're in the midst of an era when travel loyalty programs are becoming less and less about rewarding loyalty, this is a welcome bit of news. Hilton's move to offer select pricing to HHonors members is smart from every relevant perspective - revenue, engagement, branding, and redemption.
Hotels and Airlines Test Loyalties of Business Travelers With Match Programs (Skift)
More positive news from travel loyalty programs! It's exciting to see some competition emerging in this sector. There still needs to be more for the member who isn't yet at a Platinum level, but any momentum toward member-centricity is welcome at this point.
The One Absolutely Necessary Function to Build Mobile Engagement… (The Access Loyalty Blog)
Love them or hate them, push notifications make the mobile world go round. When they're used to promote a valuable app or function, the odds of a swift deletion go way down. People just need to be distracted - by the way, look for our takedown of push notifications from the workplace perspective on Monday!
Goodbye, Hotel Loyalty Points? A New Booking Site Offers Cash For Every Stay (COnde Nast Traveler)
Well, since we're already talking about travel, we may as well peek into what could be a growing trend - third party hijacking of loyalty programs. In this instance, The Guestbook has formed a coalition of independent hotels who agree to rewards guests with 5% cash back after they complete their stay, even if it's their first stay. If the hotels (and even other OTAs) aren't going to get it right, someone out there will damn sure give it a try.
Consumers Expect Personalized, Relevant, Digitally Connected Customer Experience (Loyalty360)
The fact that consumers are more responsive to personalization isn't anything new. One of the primary goals of loyalty programs - some would say even more important that actually generating loyalty - is the collection of oodles of behavioral and purchasing data, which could then be utilized to create personalized experiences and incentives for those customers. As it stands, that data has been collected, but for the vast majority of retailers, it's not being used in any truly relevant manner.