Want 2x loyalty currency sales? Give members more ways to boost their earnings.
Today's loyalty program members expect a lot from their rewards programs. They want relevant offers, valuable perks, and most importantly, the ability to get and earn and use their points/miles at every step of their travel journey—not just on flights and stays.
So while core Loyalty Currency Retailing options, like the ability to buy and gift points/miles, are effective and useful for a broad spectrum of buyers—and an invaluable tool for airlines and hotels looking to increase revenue and engagement—some member groups require a different approach. One that combines the love of everyday earnings with the value of mileage retailing.
One of our international airline partners had a successful, Points-powered Buy miles product within their loyalty ecosystem, but didn’t want their revenue or engagement to plateau. They hoped to expand their purchase opportunities to excite new and existing member segments outside of traditional buy and gift transactions.
Our international airline partner launched Accelerate Anything to provide members with a brand new opportunity to accrue miles outside of flying and lump sum mileage purchases.
Members were presented with the opportunity to pay to multiply the miles they’d earned—be it from flights or hotel stays, co-brand credit card spending, or a combination of almost any prior activity—over a select number of months at an exclusive rate.
Expanding non-travel earning opportunities in this way made it easier for their members to build their mileage balances. The program’s members felt rewarded and the airline kept these high-value members engaged while increasing their overall revenue from mileage sales.
The ability to boost miles earned from nearly any recent spend not only provided members with flexible earnings to reach their reward goals, but also gave the airline a whole new audience of buyers and an additional ancillary revenue stream.
Within just 15 months of launching Accelerate Anything to members, this airline partner brought in:
- A 106% increase in overall mileage sales across the entire suite of Buy, Gift and Top-Up products.
- A new member audience, with 71% of Accelerate Anything transactions coming from members who had not purchased before.
- Increased program activity—transactors went on to fly 104% more and earn 62% more points/miles.2
- Data from International Airline partner, 2022.