Co-brand & Travel Rewards 2023 brings focus to cobranded payment cards and travel loyalty

Convention report on AiConnect journey loyalty occasion

The Co-Model & Journey Rewards 2023 convention was held in Wilmington, Delaware October 18th and nineteenth, 2023. The occasion is organized and hosted by AiConnect, and so they gave a tip of the hat to Wilmington as being the “Co-Model Capital of the USA”. Certainly, the downtown space appears to have as many banks as individuals strolling the streets.

Smart Marketer was a media sponsor for this one-plus day occasion (there was a half day observe and reception on the 18th with a full day of content material on the 19th).  The content material was centered on the central themes of at present’s journey loyalty and cobrand markets. Simply to be sure you know, co-branded travel-related bank cards are the most important drivers of ancillary income at airways and resorts – and that’s why this was an essential occasion to attend if you’re on this a part of the enterprise world.

Tom Madden, EVP and Managing Companion, Phaedon (previously ICF Subsequent) was the day’s grasp of ceremonies and launched Chuck Christianson, Chief Income Officer, cXLoyalty to get the primary day began. Chuck shared a really attention-grabbing historical past of cobrand fee playing cards and made an impassioned plea for the these in attendance to stand up and make contact with their respective legislative representatives to voice opposition to the pending laws often called the Credit score Card Competitors act of 2023.

Invoice Hanifin, Smart Marketer Group CEO moderated a panel that includes Kenneth Purcell, CEO, iSeatz and Phil Rubin, Founder and Principal, Gray House Issues speaking about tips on how to drive co-brand transactions by making journey spend central to engagement. iSeatz lately revealed its 2023 tipping level survey, work primarily based on a bunch of two,116 shoppers from the USA who belong to any branded loyalty, rewards, frequent buyer, or subscription program that comes with journey in any means , in addition to 151 loyalty program managers in the USA who work for an organization that at present has a loyalty program and are concerned in a call making capability for that loyalty program. The surveys had been performed throughout August and September 2023.

Kenneth outlined the scale of the market, citing knowledge from JPMorgan Chase. The financial institution, which launched final 12 months, stated journey gross sales quantity was about $8 billion in 2022 and estimated it is going to be $10 billion this 12 months, rising to $15 billion in 2025.

He went on to share key highlights from the 2023 Tipping Level survey to outline the present state of journey loyalty within the cobrand area.

  • 49% of shoppers stated what they valued most of their loyalty program was saving cash on journey, up from 43% in 2022.
  • Rising buyer lifetime worth was the highest objective for 11% of loyalty program professionals. 16% say constructing a extra strong incomes and redemption portfolio is their highest precedence, the #1 response
  • Final 12 months, 44% of surveyed loyalty packages reported concentrating on the overall inhabitants; in 2023, that quantity has dropped to solely 23%.
  • The proportion of manufacturers concentrating on “luxurious” audiences elevated from 11% to 23%, for a complete proportion of respondents concentrating on “luxurious” and “excessive internet price,” totaling 33% – or 1/3 of the businesses surveyed.
  • Half (50%) of all respondents stated that way of life rewards account for 21-30% of their program’s complete redemption quantity.

Phil talked in regards to the significance of building a “related journey” for vacationers, which means a journey reserving platform that seamlessly delivers a large portfolio of journey and way of life rewards to cardholders. The flexibility to e book, earn, and redeem on these reward choices and providers drives engagement and leads to larger total spending on the cobrand’s card rails.

Supporting this concept, Phil and Kenneth cited findings from the Tipping Level 2023 survey that 27% of shoppers would e book journey by their loyalty program extra incessantly if it provided a wider array of journey choices. The expertise required to maneuver the needle when it comes to engagement, retention, and spending facilities on offering extra flexibility to deal with future market and buyer wants.

  • 43% of these surveyed within the Tipping Level 2023 believed crucial factor of loyalty tech platforms that wants enchancment was flexibility, adopted by
  • Performance to enhance personalization capabilities (39%), and
  • Capacity to include a number of content material and stock sources (37%)

The panel session was adopted by a take a look at why journey continues to be the redemption of alternative for shoppers. This dialogue was led by Sarah Bock, VP Business, Rocket Journey by Agoda and Jenny Rose, Director of Advertising and marketing, Rocket Journey.

Michael Smith, Michael Smith, Board Advisor, Airline Data led a multi-person panel on the subject of “Classes from Regulated & Non-US Markets” and the day continued within the afternoon with appearances by a number of the most revered journey loyalty minds within the enterprise.

Dave Canty, SVP Head of Loyalty & Partnerships, Bilt Rewards and Steve Arsenault, Know-how & Gross sales Guide, S J Arsenault Consulting lined classes realized from the Bilt Rewards expertise and Jack Funda, SVP Enterprise Growth & Partnerships, Visa and Jay Sorensen, President, IdeaWorksCompany shared a roundup of Co-Branding from all over the world from a community perspective.

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