Travel and tourism have always held a special place in consumers’ hearts, especially when combined with loyalty programs. These programs not only encourage purchases but also create memorable experiences. The emotional connection generated by a trip transforms the simple act of traveling into something unforgettable, making it a highly effective strategy for customer retention.
The User Loyalty Insights survey, conducted by Alloyal, a platform for managing customer relationship and engagement programs, revealed that the travel and tourism sector ranks second in purchases made through loyalty programs, with a 14% share, just after the home appliances segment, which leads with 61.7% participation.
According to Aluísio Cirino, CEO of Alloyal, this trend highlights consumers’ growing interest in redeeming points for travel experiences, which go far beyond a simple transaction.
“Travel and tourism, within loyalty programs, create unique emotional experiences that deeply connect brands and consumers. With the increasing popularity of these programs, companies should leverage strategic partnerships to strengthen their offerings and enhance customer loyalty,” emphasizes Aluísio.
An interesting fact is that, according to ABEMF (Brazilian Association of Loyalty Market Companies), 80% of points accumulated in loyalty programs are redeemed with airlines. This means that, on a flight with 100 passengers, around 15 are traveling using points. This number highlights not only the popularity of loyalty programs but also the importance of partnerships between airlines and points programs.
Marco Leite, Partnership Manager at Azul Linhas Aéreas, underscores the relevance of these partnerships. ‘Collaborations are essential to enrich the customer experience. They allow us to offer a diverse portfolio of rewards, going beyond just flights. By including hotel chains, car rental companies, and entertainment services, we can create comprehensive packages that meet our customers’ desires,’ he explains.
Azul’s loyalty program, which now has over 17 million members, is an example of how a well-crafted strategy can transform relationships with consumers. In 2024, Azul Fidelidade issued 2.7 million tickets, a 20% increase compared to the same period in 2023, surpassing even pre-pandemic numbers.
Azul Fidelidade also innovated by extending the validity of accumulated points, which can be used for over 160 destinations operated by the airline, as well as 3,000 international destinations thanks to its airline partners. Beyond flights, points can be exchanged for various products at Shopping Azul or for travel packages through Azul Viagens, further expanding customer options.
“The success of Azul Fidelidade comes from our clear value proposition, which goes beyond accumulating points. We offer flexibility and an accessible experience, always focused on customer satisfaction. With our partnerships, we can be agile and innovative, adapting our offerings to market changes and consumer preferences,’ concludes Leite.
Partnerships with companies like Alloyal are strategic, as they bring cutting-edge technology and expertise to improve loyalty program management. ‘Alloyal, for example, develops solutions that optimize data analysis and offer personalization, further strengthening the emotional connection between the brand and the customer,’ concludes Marco.
