Global airlines and hotels are struggling to strike a balance between maximizing revenue and ensuring long-term customer loyalty, research by global loyalty marketing agency ICLP has found. Almost a quarter (24%) of those surveyed revealed that increasing the profit of their loyalty programme was their main objective for the next 12 months, yet 70% of respondents are potentially focusing their efforts on the wrong customer group. Programme managers need to be clear on their goals. Those seeking to increase revenue from the loyalty....