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 experiences that stay in memory. The emotional connection generated by a trip transforms 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 relationship and engagement program management platform, revealed thatthe travel and tourism sector ranks second in purchases made through loyalty programs, with a 14% share, right after the home appliances segment, which leads with 61.7% of adhesion.
According to Aluísio Cirino, CEO of Alloyal, this trend highlights the growing interest of consumers in redeeming points for 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 profound way. With the growing popularity of these programs, companies must take advantage of strategic partnerships to strengthen their offerings and increase customer loyalty,” highlights 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, about 15 are traveling through points. This figure highlights not only the popularity of loyalty programs but also the importance of partnerships between airlines and points programs.
Marco Leite, Partnerships Manager at Azul Linhas Aéreas, emphasizes the importance of these partnerships. "Collaborations are essential to enrich the customer experience. They allow us to offer a diversified rewards portfolio, going beyond airline tickets. By including hotel chains, car rental companies, and entertainment services, we are able to create complete packages that meet our customers' desires," he explains.
Azul's loyalty program, which currently has over 17 million participants, is an example of how a well-crafted strategy can transform the relationship 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 in over 160 destinations operated by the company, as well as in another 3,000 international destinations, thanks to its airline partners. In addition to tickets, points can be exchanged for a variety of products at Shopping Azul or for travel packages through Azul Viagens, further expanding options for customers.
“Azul Fidelidade’s success comes from our clear value proposition, which goes beyond accumulating points. We offer flexibility and an accessible experience, always focusing on customer satisfaction. With partnerships, we are able to be agile and innovative, adapting our offerings to market changes and consumer preferences,” concludes Leite.
Partnerships with companies like Alloyal are strategic because they bring cutting-edge technology and expertise to improve the management of loyalty programs. "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.
