IN PARTNERSHIP WITH
Evolution of loyalty programmes
According to Chris Ross, Chief Brand Officer – Priority Pass, 2025 will be the year of experiential loyalty, evolving around six key pillars
MICRO-EXPERIENCES: Using data to drive curated and personalised surprise-and-delight moments.
EVENT EXPERIENCES: Preferential access, special events and unique perspectives.
SERVICE EXPERIENCES: Recognising the individual by name, remembering their interests and preferences – essentially making loyalty truly customer-centric.
GAMIFIED EXPERIENCES: Creating high-frequency engagement challenges with immediate earn/ response cycles.
DIGITAL EXPERIENCES: Immersive, personalised virtual experiences using advanced VR and AR technology and interfaces.
SOCIAL IMPACT EXPERIENCES: Brands should have meaning and impact beyond their core product. Loyalty is a useful place to express this, as more programmes drive engagement with benefits and rewards in the social and sustainability spaces.
SOURCES: *Global Markets Insights, Sports Tourism Market Forecast 2024 – 2032; **Custom Market Insights, Global Music Tourism Market 2024–2033
by numbers Research from
Priority Pass shows the demand for travel linked to
sports and music is set to continue
$564 billion*
Sport tourism was worth US$564 billion in 2023 and is expected to rise to US$1.3 trillion in 2032.
$13.8 billion**
Music tourism is
anticipated to reach a value of US$13.8 billion by 2032.
Sydney
is the top city for sport or music
events, followed by London, Barcelona, Paris, Dubai and New York.
Football is the sport most
people travel to see (69%), followed by basketball (27%), the Olympics and Formula 1 (26%) and tennis (21%).
84%
of fans travelling internationally visited a new
destination, and
“The new loyalty paradigm of immediacy, utility and relevance means that customers are not only expecting a wide range of options for benefts and rewards, but they also need to be meaningful (relevance)”
DECEMBER 2024/JANUARY 2025 30% plan to return. 38%
of event travellers would choose a
payment card with
perks such as travel packages and travel insurance, while
33% desire airport lounge access.
and music tourism
Sport
The Gate Escape
Avgeeks have gone mainstream. According to
Booking.com’s Travel reinvented: 2025 Travel Predictions, more than one third of travellers (particularly Gen Z and Millennials) would be interested in visiting a location simply because of its airport. Meanwhile, Priority Pass data reveals lounge visits will increase by more than 50% from 2023 to 2025.
Technological transformation
NEW TECHNOLOGICAL solutions from AI to wifi connectivity (see feature on page 56) will continue to revolutionise the travel experience in 2025, with the customer as the ultimate winner. How will this manifest in airport lounges? In terms of back- end operations, new Priority Pass Lounge Management Systems (LMS) will enhance the guest experience while streamlining capacity management, featuring pre-book capabilities, digital waitlists, and real-time flight tracking. Lounges will also be able to manage services such as massages, showers, and co-working spaces.
At the other end of the scale, robot waiters are now serving drinks at the Hacienda Santa Lucia by The Grand Lounge Elite in Felipe Angeles International Airport, Mexico – winner of the Priority Pass 2024 Pioneer of the Year Award. These machine assistants have also made their way into lounges in New York JFK and Washington DC Dulles International.
BUSINESS TRAVELLER 19
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