What do airline CCO’s and CMO’s really want to know about loyalty?

What do CMO’s and top commercial officers in airlines really want to know about loyalty?

I think the answer is quite simple. Firstly, how can they monetise it. In other words, how can they turn loyalty programs and customer data into cold hard cash. Secondly, how can they use loyalty to increase market share

Everything stems from these two drivers. Some specific questions related to this that I can think of that airline chief commercial and marketing officers will probably be asking themselves are:

•    How do you differentiate the point of FFP and loyalty programmes? And, what is the level of returns and engagement offered by each?
•    How does offering a loyalty program affect business models and complexity?
•    How can you balance the costs against the benefits of running loyalty programmes?
•    How do you define a low cost loyalty program? Does it always need to be simple and inexpensive?

With more LCCs offering loyalty programs than ever before, how are legacies responding?

Airline loyalty programs are here to stay in LCC’s. But which airlines will actually be able to drive revenue and increase market share?