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A new white paper – “Spinning Off Frequent Flyer Programs in Turbulent Times” – issued by the loyalty marketing expert Evert de Boer, senior director, Global Airline Practice, Carlson Marketing, explores the pros and cons of spinning off frequent flyer programs in light of the current economic climate.
According to de Boer, there are six good reasons for selling off an airline’s frequent flyer program.
Of course, if there were only good reasons, everyone would do it. He cites seven cautions as well.
The current economic downturn adds another set of wrinkles to be evaluated and their impact debated based on the individual airline’s situation.
As the economy improves around the world, serious consideration of spinning off frequent flyer programs will once again be a hot topic of conversation. De Boer identifies likely carriers as those with “large legacies with a dominate program in a large and homogenous home market.” Unlikely candidates are “airlines that dominate a small home market and serve a high percentage of transfer traffic through their respective hubs.”
Download the complete white paper, “Spinning Off Frequent Flyer Programs in Turbulent Times.”
Carlson Marketing is the world’s leading relationship building company. Carlson helps global Fortune 1000 clients increase their top and bottom lines by building stronger relationships with their most valuable customers, channel partners and employees. Carlson Marketing’s two global service offerings – Brand Loyalty and Engagement & Events – are supported by six core capabilities: Strategy & Planning; Creative, Interactive & Media; Incentive & Event Management; Award Services; Technology Services and Decision Sciences.
Carlson Marketing employs 2,500 marketing professionals in 44 cities across 15 countries. www.carlsonmarketing.com