Choice is integral to consumers, but too much of it can be paralyzing. In the travel space, consumers are inundated by brands vying to capture the next booking or rental and subsequent loyalty of their customers. With choice aplenty, product bundling helps consumers overcome this option overload while providing more value and a better loyalty experience within their preferred brand. While common in the retail space, this is still fairly novel across the loyalty industry. Until now.
When our long-standing partner Miles & More came to us looking for more flexible ways for their members to earn miles, especially in the context of travel, we worked together to create a custom bundle solution to drive even more engagement for their program.
Together, we conceptualized, built, and delivered Bundle&Go for Miles & More members—the first implementation of our new product, Bundles—which enables members to reach their reward goals faster by grouping miles and travel benefits under a single package.
Bundle&Go offers specially curated packages that include exclusive travel offers from Priority Pass, Hotels & Cars by Points, miles bonuses, and other flexible travel perks all in one place. “Each package was strategically crafted to provide flexibility and variety to suit individual traveller needs,” says Armin Czapla, Senior Director Partner Sales and Ambient at Miles & More GmbH. “We’re proud to have one of the first loyalty e-commerce bundle product of its kind and are incredibly pleased with both the speed to market and the member reaction to this innovation.”
Since launch, Bundle&Go by Points has driven increased program activity thanks to the flexible offerings, even exceeding engagement expectations by 64%.1
“Knowing that the majority of loyalty program members who engage with similar benefit products go on to fly up to 26% more often post-purchase,2 we are excited to see the long-term impact of this product for our partner,” says Louise Marples, Points VP for EMEA and APAC. “The success of Bundle&Go by Points is a shining example of the kind of ingenuity that’s possible through collaborative partnerships like this.”
Sources
1. Data from Points, December 2022-January 2023.
2. Aggregated loyalty program member data from Points.