Loyalty programs suck

To current and future points partners, apologies for the controversial title and perhaps the rant that follows on this topic. We love points partners. By partnering with the48dots, we rely on you to deliver value to travelers. But, we simply have to take a real hard look at the consumer here. And, the reality is consumers are stuck.

Travel is, first and foremost, a service industry. The service we provide is freedom: freedom to learn new things, to smell new smells, to taste new foods, to capture new business opportunities, to meet with loved ones in familiar places. We should never leave a customer feeling stuck. Points, in their current construct, leave consumers feeling stuck.

The reality of customer loyalty

Let’s call loyalty programs out for what they are: a system to get consumers engaging more frequently with one platform than with its competitors. It’s certainly a system that provides value. For loyalty, we reward consumers with free things. And, for the most loyal customers, we give them status, a feeling of superiority over others who are not as loyal.

To get the free things, to get the status, consumers will stay in hotels that aren’t convenient. They will book multiple rooms for family members instead of staying in the comfort of their homes. They will purposely make their travel experience worse. No product should, even with great intent, make a consumer’s experience worse.

What if you win by service alone?

If your service is so good, if it really meets your customer needs each time, they will chose you. If it doesn’t let them go to the competition. It’s ok. We need a whole industry, with optionality, to make travel work. Keep your service good, and the consumer will return.

the48dots allows travelers to be points-agnostic. Whether you swap Airbnb homes, use points to book vacation rentals, or stay at a boutique hotels, you get points by booking through the48dots.