Collinson hosted an inaugural ‘Marketplace of Ideas’ event at its London office on October 26th, 2023. Designed as a forum for sharing ideas, inspiration and learnings with key players across the travel loyalty eco-system to create a better-connected ecosystem for current and future travellers.
Renowned travel journalist Simon Calder contributed his views along with a panel of experts including Olly Nicholls of Attraction World Group, Michael Pichler of Salesforce, Jeff Livney of Servy and Mo Shakarchi from Collinson. With Collinson’s Chris Ross, President of EMEA closing the event with a provocative presentation entitled ‘Bland Loyalty’.
Here are our key takeaways from the event;
1. Customer expectations: Customer expectations are now centred around value, choice and optimal experiences, delivered in a seamless, friction-free way. And that we can combat fatigue by engaging at key points in the customer journey through integrated technology across multiple interfaces.
2. Unlocking an interconnected ecosystem: The importance of innovating and co-creating with partners and customers came through strongly as did the need for the right planning and policies around data, which will - be reshaped by blockchain technology. The potential for increased connectivity and collaboration in the travel eco-system is huge and there is abundant opportunity in a market set for significant growth.
3. No single company owns the customer: brands must work together across the whole customer journey.
4. Bland Loyalty: Too many schemes are bland and dull, with many simply becoming a forgotten pile up of cards and points which are unused and unloved. Loyalty leaders need to forge much closer connections between brand and loyalty, such that the loyalty offer leverages brand assets and values. Ultimately this will benefit both the brand and the loyalty scheme, allowing the latter to extend far beyond functional benefits. The union of both drives differentiation and can elevate the loyalty offer, creating deep bonding and true brand loyalty.
The session event was packed with insights on the trajectory of loyalty in the travel eco-system. If you missed this event, look out for more to come. In a market set to grow, it’s time to ensure your approach to engagement and loyalty is fighting fit.
