May 2024 18th Edition

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We hope to keep providing you with more and more content that you love! ??

?? What do travelers want from loyalty programs? ??

Global Hotel Alliance (GHA) marks its 20th anniversary by revealing insights from its report, "What Travelers Want Most From Loyalty Programmes". The research surveyed 5,662 GHA DISCOVERY members, shedding light on their perceptions and preferences. Key findings underscore the importance of quality accommodation and convenient locations, with loyalty programme benefits ranking high, notably room upgrades identified as the most coveted perk by nearly three-quarters of respondents.

Furthermore, the report reveals a preference for transparent rewards, particularly DISCOVERY Dollars (D$), perceived as more straightforward and generous than traditional points. Regional trends unveil differing priorities among members across markets, with access to benefits and perks being paramount for those in Singapore, Thailand, and China, while the number of hotels and locations available is prioritized by members in Spain, India, the US, Australia, and Germany. Notably, GHA DISCOVERY is esteemed as a luxury programme by four in five members, reaffirming its position in the loyalty landscape.

GHA DISCOVERY, with over 26 million members since its inception in 2010, has witnessed significant growth, generating $2.3 billion in revenue and 10 million room nights in 2023. Recent milestones include the introduction of DISCOVERY Dollars (D$) in 2021 and strategic partnerships with NH Hotel Group and Regent Seven Seas Cruises. With a focus on delivering quality experiences and transparent rewards, GHA continues to shape the loyalty landscape in the hospitality industry, enhancing traveler experiences worldwide.

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?? Delta Air Lines enhances customer experience by cooperating with T-Mobile ??

Delta Air Lines has chosen T-Mobile as its preferred mobility partner in a long-term agreement, signaling a strategic move to enhance operational efficiency and customer service. Over 60,000 lines will transition to T-Mobile, and a T-Mobile 5G hybrid network will be deployed at Delta's Atlanta headquarters. This partnership aims to elevate the travel experience by leveraging T-Mobile's expansive 5G network to improve operations at every stage of the journey, from check-in to baggage handling.

Ranjan Goswami, SVP of Customer Experience Design at Delta Air Lines, emphasized the significance of harnessing world-class connectivity to serve customers better. The collaboration with T-Mobile will empower Delta's frontline teams with 5G devices, facilitating pre-flight and post-flight procedures, aircraft servicing, and more. Pilots will benefit from improved connectivity to digital tools, while Delta Sky Club ambassadors will enhance service delivery and customer satisfaction with enhanced communication.

Furthermore, T-Mobile's dedicated 5G hybrid network will provide Ultra Capacity 5G performance at Delta's Atlanta headquarters, ensuring fast and reliable connectivity across the entire campus. Callie Field, President of T-Mobile Business Group, highlighted the shared commitment to connecting people and delivering exceptional experiences. With T-Mobile's leading 5G network, Delta aims to enhance connectivity for both customers and employees, reinforcing its reputation for excellence in the airline industry.

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?? Taco Tuesday! A Taco Bell’s new offer for its customers ??

Taco Bell is introducing the $5 Taco Discovery Box, an exclusive offer available only on Taco Tuesdays for a limited time, starting from April 23 through June 4 at participating locations nationwide. This value-driven deal includes Taco Bell's newly introduced Cantina Chicken Crispy Taco, along with two taco classics and a medium fountain drink. By bringing together iconic favorites and innovative new offerings, Taco Bell aims to provide unbeatable value and variety to its fans.

To promote this exciting offer, Taco Bell has enlisted the star power of LeBron James and Jason Sudeikis in a sitcom-inspired ad spot titled 'Taco Twosday.' The ad follows the adventures of two friends as they embark on new experiences every Tuesday, encouraging viewers to break away from their routine and try something different – like indulging in the $5 Taco Discovery Box. With this campaign, Taco Bell aims to capture the spirit of exploration and discovery that Taco Tuesdays represent for its fans.

Customers can enjoy the $5 Taco Discovery Box and join in on the fun of 'Taco Twosday' starting April 23, as Taco Bell continues its tradition of providing irresistible deals and unforgettable dining experiences.

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?? Chick-fil-A gives away scholarships to restaurant Team Members ??

Chick-fil-A has demonstrated its commitment to supporting its team members' educational aspirations by awarding scholarships to over 14,000 individuals across the U.S., Canada, and Puerto Rico. While most of these scholarships were in the range of $1,000 to $2,500, 14 exceptional recipients of the True Inspiration? Scholarship were granted $25,000 each. Andrew T. Cathy, CEO of Chick-fil-A, emphasized the company's dedication to fostering greater access to education, recognizing it as a cornerstone of their community service initiatives.

Looking ahead, Chick-fil-A has ambitious plans to continue investing in the educational pursuits of its team members. By 2025, the company aims to assist over 50,000 team members in accessing educational opportunities, empowering them to make positive changes in their lives. This commitment reflects Chick-fil-A's ongoing efforts to prioritize corporate social responsibility and make a meaningful impact on the lives of its employees and the communities it serves.

? Pret’s problems with loyalty program ?

The high street coffee and sandwich brand Pret is facing criticism on social media due to recent changes in its loyalty program. Launched in September 2020, the program initially offered five coffees a day for ￡20 a month and a 20% discount on food, drawing customers back post-lockdown. However, the subscription cost has risen from ￡20 to ￡30, and food prices have also increased, nullifying the savings for loyalty members.

Additionally, the program is now app-only, preventing customers from sharing their subscriptions via QR code, leading to complaints about app performance. These changes have resulted in widespread dissatisfaction, with Pret dealing with a surge of customer complaints reminiscent of a 2021 controversy.

The backlash highlights the importance of clear value communication in loyalty programs, especially in the UK where such schemes are popular. Successful programs, like Boots' Advantage Card, manage changes by offering tangible benefits, such as discounts on own-brand products, alongside any reduction in rewards. Brands must ensure cost increases are justified by clear improvements to maintain customer trust and satisfaction.

?? McDonald’s Loyalty Program one of the biggest in Australia ??

McDonald's states that its My Macca’s loyalty program is now recognized as one of the top five loyalty programs in Australia, with 1 in 8 Australians using the app in the past 90 days. Over the past 12 months, customers have redeemed more than 58 billion points and over 14 million products, including 7 million McCafé beverages, 1 million large fries, and 730,000 Big Macs.

The success of the My Macca’s program underscores its popularity and effectiveness in engaging customers. With such high redemption rates, it is clear that customers find significant value in the rewards, which drives continued participation and loyalty. The program’s ability to attract and retain a large user base highlights McDonald's strategic focus on enhancing customer experience and satisfaction through innovative loyalty solutions.

As the program continues to grow, McDonald's plans to introduce more personalized rewards and offers, ensuring that the My Macca’s loyalty program remains a key element in its customer engagement strategy.

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