Laura Fuller has her choice of three Florida airports when she travels for her job at a software company. Jacksonville International and Orlando International airports offer more frequent and inexpensive flights. But only Gainesville Regional Airport has given her a Nook e-reader.
“It does encourage me to fly out of Gainesville,” she says. Fuller is a member of Gainesville’s Road Warrior Club, a loyalty program run by the airport. Passengers register online each time they fly, making them eligible for a gift at month’s end.
Airlines, hotels and rental car agencies have offered loyalty programs for decades as a way to retain and attract customers. But now, many airports nationwide, realizing that fliers can drive to competing airports or simply drive to their destinations, are slowly adopting the strategy. The programs are typically free and offer fliers airline miles, prizes or discounts for parking, shopping, dining, or simply flying to and from the airport.
“Airports recognize that there is competition not only among airlines but also between airports,” says Debby McElroy, executive vice president of policy and external affairs for Airports Council International-North America, which represents the governing bodies operating commercial airports in the United States and Canada. “Loyalty programs can help an airport stand out among its competitors.”
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