[The Customer] The Power of Travel Rewards in Membership Engagement

This article was originally published on The Customer. You can click here to read the original post. 

In the ever-evolving landscape of customer engagement and loyalty, one constant remains: the quest for organizations to create meaningful connections with their members. The latest research from iSeatz unveils the pivotal role of travel rewards in achieving this goal, especially within various industry segments. This report, titled “The Benefits of Belonging,” diverges significantly from previous studies, offering fresh insights into the priorities and preferences of loyalty and customer engagement, particularly within the context of membership organizations.

Frequent Engagement: A Testament to Brand Affinity

A staggering 80% of members engage with their organizations on a weekly basis, a clear indicator of the strong brand affinity existing between members and their communities. This level of engagement not only highlights the importance of maintaining a dynamic relationship with members but also underscores the potential impact of integrating rewarding elements, such as travel rewards, into these relationships.

Travel Rewards: A Path to Enhanced Engagement and Growth

The appeal of travel rewards is unmistakable, with 23% of members indicating their willingness to book travel through their organization if it meant securing a better deal than other travel sites. This statistic reveals a significant opportunity for organizations to leverage travel rewards as a strategic tool to attract new members while enhancing engagement with existing ones. The allure of exclusive deals and the promise of a more rewarding experience can serve as powerful motivators for membership growth and retention.

The Desire for Personalization

Personalization emerges as a critical factor in member satisfaction and engagement, with 65% of members expressing a preference for personalized discounts on core travel purchases, and 47% on bundled travel packages. This preference for personalization signals a shift in member expectations, where generic offerings are no longer sufficient. Members seek tailored experiences that resonate with their unique preferences and needs, pointing to personalization as a key driver in boosting member engagement.

Unique Investment Priorities: A Divergent Strategy

The investment strategies of membership organizations notably differ from those of traditional brands. With a focus on marketing (60%) and personalization (37%), these organizations aim to enhance member experiences, a strategy that contrasts with the broader market’s approach. This emphasis on marketing and personalization as primary investment areas highlights a potentially untapped opportunity to provide members with a wider range of options, thereby increasing engagement levels and attracting new members.

Identifying High-Value Subscribers

The report identifies a segment of high-value subscribers, characterized by their high engagement levels and willingness to spend. These members represent prime targets for travel rewards strategies, as their engagement and spending behaviors indicate a higher likelihood of participating in and benefiting from such programs. Recognizing and catering to the needs of these high-value members can significantly impact the effectiveness of travel rewards initiatives.

The Role of Technology in Expanding Travel Rewards Offerings

A critical finding of the report is the role of technology in facilitating travel rewards. Organizations that collaborate with external tech experts can offer a broader array of travel rewards, as evidenced by 95% of these organizations having more diverse reward options. In contrast, only 30% of organizations that manage their loyalty programs independently report a similar breadth of offerings. This disparity underscores the importance of leveraging technology and external expertise to enhance the scope and appeal of travel rewards programs.

Conclusion: Navigating the Future of Loyalty and Engagement

“The Benefits of Belonging” report by iSeatz offers invaluable insights into the evolving dynamics of loyalty and customer engagement within the context of membership organizations. The findings highlight the untapped potential of travel rewards in fostering stronger member relationships, enhancing personalization, and driving growth. As organizations navigate the challenges and opportunities of building loyalty, the strategic integration of travel rewards, powered by technology and focused on personalization, emerges as a key differentiator in the quest to create more meaningful and rewarding member experiences. In an age where engagement and loyalty are paramount, the power of belonging has never been more significant.

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