Travel agencies who want long-term customers should focus on what is best and most relevant to their clients –– rather than on selling them specific products and services.
That’s the way to create deeper loyalty that’s built on an emotional connection, instead of mere superficial or behavioral loyalty, said Bryan Pearson, author of the upcoming book The Loyalty Leap: Turning Customer Information into Customer Intimacy.
Travel Market Report spoke with Pearson to learn how travel agents can build deeper, longer-term relationships with clients. Pearson is president of LoyaltyOne, which operates the AIR Miles Reward Program, a travel and entertainment rewards program in Canada.
Is long-lasting loyalty hard to achieve?
Pearson: With most companies, there is a lot of behavioral loyalty and not enough emotional loyalty. With behavioral loyalty, a customer can be completely satisfied. But true loyalty is when somebody continues to spend with you, (despite) some very meaningful and available alternatives.
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