Point Me to the Miles

Randy Petersen Exectuve Travel Summit Wrap-Up: Loyalty Session Part 2-American Express

Introduction
Loyalty Session Part 1: Swift Exchange
Loyalty  Session Part 2: American Express
Loyalty  Session Part 3: Points Pay
Loyalty  Session Part 4: American Airlines
Loyalty  Session Part 5: Loyalty Debate
Hotel Session: What issues keep you up at night?

AMERICAN EXPRESS:

Where Swift Exchange aims creating a fully-transparent operating system for the loyalty industry, American Express seeks to look at not just giving out miles, but adding value in a controlled manner.

American Express seeks to add value in an intimate, fixed manner.  In doing so, their Loyalty equation is a more balanced equation with two sides:  Not just the cost conversion-that is doling out points, but also the experience side of providing customers with lasting value.

Their co-branded Delta SkyMiles credit cards, for instance, benefit cardholders with their first checked bag free, car rental insurance, and full concierge service, in addition to earning points for spending.

Another prime example of this model is the Link, Like, Love campaign, which delivers offers based on spending habits to provide a more controlled experience.

Thus American Express aims to be ubiquitous (ever-present) without being watered down.  It is controlled transparency that is “enabling, beyond transparency.”