The landscape for travel loyalty continues to grow, fragment, and change at a rapid pace. Hotel and airline programs are expanding year on year, reaching record figures. For example, Marriott Bonvoy now boasts more than 200 million members and has seen membership grow by 60 percent in the last five years. Hilton is hot on its heels, with its membership increasing 110 percent over the same period. In aviation, the value of some airline loyalty programs now exceeds $24 billion.
Under the surface, the consumer experience is changing. While loyalty program membership grows in a macro sense, members are looking for more discounts and personalization at the micro level, seeking…
