The IBM Institute for Business Value travel loyalty series of executive reports provide a path along which travel loyalty programs can use new ideas and technology to create highly personalized offerings to a wide range of travelers. The first report, “Discount discontents: How loyalty programs can deepen engagement, improve profits and drive brand allegiance,” concluded that travel providers should balance popular loyalty rewards with specific enhancements to engage travelers. The second report, “Cognitive connections: Enhancing loyalty programs to connect with all travelers, not just million-mile mavens,” asserted that leading-edge cognitive computing tools can be used to increase intimacy with both the most frequent travelers and oft-overlooked occasional travelers. The third report, “Loyalty’s legacy: extending personalized services to all,” examines how, with less of a focus on discounts and more emphasis on travel personalization and customer relationships, travel providers can engender a new era of genuine traveler loyalty.
About the authors
Travel and Transportation Lead,
IBM Institute for Business Value,
IBM Global Business Services
Global Industry Leader for Travel and Transportation
for IBM Global Business Services.
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