In air travel, 15 out of 100 passengers use points, research reveals

Travel and tourism have always occupied a special place in the hearts of consumers, especially when combined with loyalty programs. These programs not only encourage purchases, but also create experiences that remain in memory. The emotional connection generated by a trip turns the simple act of traveling into something unforgettable, becoming a highly effective strategy to retain customers.

The User Loyalty Insights survey, conducted by Alloyal, a customer engagement and relationship program management platform, revealed that the travel and tourism sector ranks second in purchases made through loyalty programs, with 14% of participation, just after the household appliances segment, which leads with 61.7% adhesion.

According to Aluisio Cirino, CEO of Alloyal, this trend highlights the growing interest of consumers in redeeming points in travel experiences, which go far beyond a simple transaction.

“Travel and tourism, within loyalty programs, create unique emotional experiences that connect brands and consumers in a deep way. With the growing popularity of these programs, companies must take advantage of strategic partnerships to strengthen their offerings and increase customer loyalty”, says Aluisio.

An interesting fact is that, according to ABEMF (Brazilian Association of Loyalty Market Companies), 80% of the points accumulated in loyalty programs are redeemed in airlines. This means that, on a flight with 100 passengers, about 15 are traveling through points. This number highlights not only the popularity of loyalty programs, but also the importance of partnerships between airlines and points programs.

Marco Leite, Partner Manager at Azul Airlines, 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 airline tickets.By including hotel chains, car rental companies and entertainment services, we have been able to create complete packages that meet the wishes of our” customers.

The loyalty program of Azul, which today has more than 17 million participants, is an example of how a well-built strategy can transform the relationship with consumers. In 2024, Azul Fidelidade issued 2.7 million tickets, an increase of 20% compared to the same period of 2023, surpassing even the pre-pandemic numbers.

Azul Fidelidade has also innovated by extending the validity of the accumulated points, which can be used in more than 160 destinations operated by the company, in addition to another 3,000 international destinations, thanks to its airline partners.In addition to tickets, points can be exchanged for various products in Shopping Azul or for travel packages by Azul Viagens, further expanding the options for customers.

“The success of Azul Fidelidade comes from our clear value proposition, which goes beyond accumulating points. We offer flexibility and an accessible experience, always focusing on the satisfaction of our customers. With partnerships, we can be agile and innovative, adapting our offers to changes in the market and consumer preferences”, concludes Leite.

Partnerships with companies like Alloyal are strategic, as they bring cutting-edge technology and expertise to improve the management of loyalty programs.“A Alloyal, for example, develops solutions that optimize data analysis and offer customization, further strengthening the emotional connection between the brand and the customer”, concludes Marco.