In a bit of news about loyalty in the future, JOC.com reports that The Panama Canal Authority is proposing a loyalty program for carriers that use its passage. In addition to a new toll structure for container ships, the authority is “proposing a customer loyalty program for container lines, similar to airline frequent flyer programs,” reports Peter T. Leach, JOC.com’s Editor-at-Large. “Frequent container customers will receive premium prices.”
Call it a frequent-floater program.
States the Authority in its official proposal: “The loyalty program’s aim is to encourage TEU [20-foot-equivalent] capacity volumes in full container vessels transiting the Panama Canal by applying a 
preferential tariff system.” Efficiency appears to be one of the goals. The program would be structured in four tiers based on the volume a carrier moves during each month, earning a reduction in tariff for future transits.
Interest in the Panama Canal loyalty program again speaks to the ubiquity of such programs, when even a service with an almost captive audience (ships do have the option of circling South America, after all) believes such a program is needed.