AVGEEK
Status matching, passenger value and loyalty’s revenue tensions
In part two, Mark Ross-Smith examines loyalty marketing, customer data and lifetime passenger value, including the tension with revenue management and the differences between airline and hotel programmes.
The conversation
This is the second part of our conversation with Mark Ross-Smith, the CEO of Loyalty Status Co - StatusMatch. In this episode, we go deeper into the business of airline loyalty and status matching.
* How does StatusMatch do its marketing? * The importance of points/miles websites * The power of authenticity in loyalty marketing * Story behind the viral “Chocolate Airlines,” which went viral * How an airline used numerology to understand pax * Priorities for StatusMatch in the Indian market * How can Indian FFPs differentiate themselves & monetize data? * The evergreen struggle between loyalty and revenue management in airlines * Understanding the lifetime value of passengers * How is hotel loyalty different from an airline? * What can hotels do to make their loyalty programs more attractive? * Is awarding lifetime status a loss-making exercise for airlines? * Future trends/innovations in airline loyalty programs
Mark - @drdoot Vishal Mehra - @vishal1mehra