Amadeus and Points strategic partnership aims to help airlines unlock more from loyalty programmes

For airlines, loyalty programmes are crucial tools for driving revenue and rewarding consumers. But, at a time when travellers are more discerning than ever, it is increasingly becoming a challenge for airlines to retain their loyalty. Consumers are calling for more personalised offers and airlines need to move quickly to ensure they remain engaged with their offer.

Summary:

• For airlines, loyalty programmes are crucial tools for driving revenue and rewarding consumers;
• At a time when travellers are more discerning than ever, it is increasingly becoming a challenge for airlines to retain their loyalty;
• New Amadeus and Points International partnership aims to deliver integrated service portfolio to help airlines improve loyalty redemption and member engagement.

It is certainly becoming more difficult for airlines to remain relevant in an advancing technological and digital world. But maintaining loyalty can deliver exponential benefits to any organisation. The right loyalty programme not only results in repeat customers and brand differentiation, but can also drive additional revenue for an airline.

To support this, IT specialist, Amadeus, and Points International, a global leader in powering loyalty commerce, have announced a strategic partnership that will enable airlines to integrate Points' solutions within existing Amadeus Loyalty Management and Awards solutions at the click of a button. Together the partnership will deliver an integrated portfolio of services to loyalty programme members that is sure to help airlines further improve loyalty redemption and member engagement.

The Amadeus Loyalty Management and Awards platform allows airlines to offer full seat availability, miles and cash payments, and the use of miles for seat upgrades and ancillaries as part of their loyalty programmes. Meanwhile, the Points' Loyalty Commerce Platform solutions provide a guaranteed revenue stream to airlines while further engaging their members via highly personalised offers through a full suite of loyalty currency retailing services, private branded hotel and car booking services, and mileage exchange and incentives.

Points and Amadeus have already collaborated on the launch of a number of ancillary revenue solutions for loyalty programs in the Americas, Europe, Middle East and Asia, which, they say, have led to an increase in active members and additional revenue streams for their mutual airline partners.