IS LOYALTY DEAD IN THE TRAVEL INDUSTRY?

August 16, 2017

Nick Corkill, RAPP UK, discusses customer loyalty V customer preference - and the way use of data impacts both.

"Brands in fickle markets need to create customer preference – a shorter-term, easier to influence shift in brand allegiance – to achieve marketing and commercial success. Ryanair uses low-price to drive this preference, but in a head-to-head battle it’s a race to the bottom. To create preference effectively you need to have a relationship with your customers. And to have a meaningful relationship, you need data. Good data..."

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