AIRLINES & ALLIANCES

Airports loyalty: Thanks Again Loyalty strategy to grow in the USA

Thanks Again, the largest network of airport rewards programs in the U.S., anticipates a fivefold increase in program participation within the next year. The company recently partnered with Denver Airport, adding to its existing partnerships with Atlanta, Boston, Greenville, and Manchester airports.

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Many travelers are familiar with airline frequent flyer programs, but what about loyalty programs offered by local airports? These programs are gaining traction and could become a significant part of the airport industry.

Thanks Again, the largest network of airport rewards programs in the U.S., anticipates a fivefold increase in program participation within the next year. The company recently partnered with Denver Airport, adding to its existing partnerships with Atlanta, Boston, Greenville, and Manchester airports.

Thanks Again also collaborates with airport concession and parking companies, including Paradies Lagardere, which operates numerous stores and restaurants in North American airports, and parking operator LAZ Parking. Customers can sign up for Denver Airport’s DenPerks loyalty program online and link their credit card or bank information to their account. They earn reward points, approximately 1 cent per dollar spent, which can be redeemed for various items such as prepaid Visa cards, gift cards, or airline mileage points.

Thanks Again expects more airline loyalty programs to join as redemption partners. Recently, JetBlue became the first airline to enter into a point accrual partnership with Thanks Again, allowing JetBlue credit card holders to earn three TrueBlue points per dollar spent at Thanks Again locations.

The main goal of these airport loyalty programs, such as DenPerks, is to enhance the customer experience and provide rewards to passengers. By linking a credit card to their DenPerks account, travelers can earn points for both DenPerks and other loyalty programs, essentially double-dipping on rewards.

Additionally, points earned through DenPerks and other Thanks Again airport programs are accrued networkwide. For example, members of Atlanta’s ATLRewards program can earn points when spending money at Denver Airport or other Thanks Again airports, as well as at retail partners within other airports.

While airport loyalty programs are not yet widespread, they are not entirely new. Programs like ATLRewards have been around for a decade, and some European airports also have their own programs. Smaller U.S. airports, like Binghamton and Lafayette, manage their own rewards programs as well.

Airports adopt loyalty programs to improve customer service, incentivize passengers to choose their airport, and gain insights into customer spending patterns. Thanks Again’s technology allows tracking of airport spending and enables personalized offers to be sent to program users. By analyzing aggregated spending data, airports can make informed decisions about the types of concessions and brands they should consider adding.

Denver Airport is exploring the integration of such technologies to reach DenPerks members in real time and provide targeted offers. The program’s data will also help the airport identify trends and preferences among passengers, allowing for strategic decision-making regarding new concessions.

Benefits of Airline Loyalty programs: 

1. Benefits for Customers: Airport loyalty programs aim to enhance the overall customer experience. In addition to earning reward points, members of these programs can enjoy various benefits such as priority check-in, expedited security screening, access to exclusive lounges, complimentary Wi-Fi, and discounts on airport services like parking or car rentals.

2. Partnership Expansion: Thanks Again, the company behind the largest network of airport rewards programs in the U.S., has been actively expanding its partnerships. It expects to have at least 12 out of the 25 largest U.S. airports as partners in the coming year. These partnerships involve negotiations that can span a year or longer.

3. International Adoption: While airport loyalty programs are more prevalent in the United States, several international airports have also implemented such programs. For example, London Heathrow and Paris de Gaulle offer loyalty programs that provide benefits to frequent travelers, including access to exclusive lounges, priority services, and personalized offers.

4. Local Airport Initiatives: Apart from major airports, smaller regional airports have also launched their own rewards programs. These programs are often tailored to suit the needs of their local communities and may offer unique perks such as parking credits, gift cards from local businesses, or entry into monthly prize drawings.

5. Targeted Marketing and Insights: One of the key advantages of airport loyalty programs is the ability to collect and analyze customer spending data. By tracking passengers’ purchases and preferences, airports can gain valuable insights into consumer behavior and make data-driven decisions regarding the selection of concessions, retail partners, and amenities. This data also allows airports to deliver personalized offers and promotions to program members, enhancing their overall experience.

6. Technological Advancements: Airports are increasingly exploring advanced technologies to enhance their loyalty programs. Integration with mobile apps, digital wallets, and push notifications enables real-time communication and personalized interactions with program members. For example, airports can send targeted messages to customers when they are inside the airport, offering discounts or suggesting nearby amenities.

7. Collaboration with Airlines: Loyalty program partnerships between airports and airlines are becoming more common. By aligning their programs, airports and airlines can provide seamless benefits to frequent travelers. For example, members of airline loyalty programs can earn additional points or receive exclusive perks when making purchases within the airport or using airport facilities.

In summary, airport loyalty programs are gaining momentum and expanding their reach. These programs offer benefits to travelers, allow airports to gather valuable customer data, and facilitate targeted marketing efforts. With technological advancements and increased collaborations, airport loyalty programs are poised to become a significant aspect of the travel industry.