Redefining Loyalty in the Travel Industry: Beyond Points and Percentages

Recently, I was approached by a consulting firm working with a client in the travel sector. They were seeking expert insight on how to revitalise their loyalty programme.

I was intrigued—until I was asked a series of test-style questions focused on point-to-value ratios. It made me pause.

Are we, as an industry, really still asking how many points equal a euro?If so, we’re missing the point.

As Paul Hiriart aptly outlined in a recent article, loyalty programmes have fundamentally evolved. More importantly, so have customer expectations.

The traditional model—accumulate points, redeem them for discounts—was already losing traction pre-COVID. In 2025, it feels outdated and uninspiring. The average customer no longer responds to a simple 5% rebate or a “500 points = €1” formula. They’re not travelling for the discount—they’re looking for added value and meaningful experiences.

Travellers today are savvy. They compare, they research, and most importantly, they prioritise the quality of their journey over marginal savings. This is especially true of frequent flyers—like myself—who may fly three to four times a month.

Ask a seasoned business traveller what keeps them loyal to an airline, and you’ll likely hear the same answer: comfort, efficiency, and recognition. The miles? We often accumulate them without ever redeeming. Instead, what truly fosters loyalty are touchpoints like:

• Fast-track lanes at security and check-in

• Access to lounges, especially during delays

• Priority baggage return

• Smooth, personalised service throughout the journey

These elements remove friction. They acknowledge our time. And they turn what could be a tiring necessity into a smooth experience.

Another key differentiator is personalisation. When my preferred seat is already stored in the system, or I receive a surprise upgrade, the message is clear: you’re known, and we value your business. That emotional connection is the cornerstone of modern loyalty.

Certainly, David. Here's a refined version in British English, suitable for a LinkedIn article and maintaining a professional yet engaging tone:

In the hospitality sector, the core principle of loyalty remains the same: customers value added services and recognition at the front desk far more than a token discount.

Rather than offering modest rebates, thoughtful gestures such as early check-in or late check-out are often more appreciated and genuinely useful. A complimentary upgrade after several stays—when availability allows—costs the hotel nothing extra, yet significantly strengthens the guest’s emotional connection to the property.

There are countless small touches that can be introduced to enhance the guest experience during their stay—simple, personalised details that go a long way in encouraging lasting loyalty.

During my time working with the Boyner Group in Turkey, I witnessed how powerful this can be. Under the leadership of the visionary Pınar Massena, we introduced thoughtful, customer-centric services in the Back-Up programme—such as free airport transfers and premium airport parking. These were more than benefits—they were solutions that addressed real travel pain points and ultimately drove acquisition and retention.

Today, with google and AI, launching a loyalty programme is technically easier than ever. But ease of implementation doesn’t guarantee impact. The critical question remains:Does your programme resonate with your customer’s needs and lifestyle?

In a fast-evolving market, building relevance means looking beyond templates and transactional models. It demands a deep dive into your customer data, behaviour patterns, and pain points. It requires a sharp understanding of your brand’s positioning—and how loyalty can enhance it.

For those of us in the travel trade, the opportunity is clear:Stop chasing points. Contact Panda Horizons to Start designing loyalty as a service.