Strategy in Airline Loyalty
1st ed. 2018, XXXII, 269 p. 17 illus., 1 illus. in
This book offers the first comprehensive exploration of frequent flyer programs. By combining academic research with extensive insights and examples from the actual business world, it explores the key drivers and strategies of airline loyalty marketing today in an unprecedented manner. Strategy in Airline Loyalty also explores how the programs have evolved over time from marketing programs to financial powerhouses, identifying both the catalysts for change, as well as the strategic options and underlying trade-offs available to airlines. Covering diverse angles ranging from behavioral economics, to accounting, and structural design, the book reviews every core aspect of frequent flyer programs and offers extensive frameworks and definitions. The book provides a useful and complete reference for researchers, and helps those interested in frequent flyer programs to develop a better understanding of their past, present and future.
“I’ve been lucky to have known Evert for nearly 20 years always with an eye and ear on his experience with airline loyalty programs. His unique view having worked around the world with these programs is unparalleled and has served him well in compiling the foremost resource available today on the subject.” – Randy Petersen, Founder of FlyerTalk, BoardingArea, InsideFlyer and Freddie Awards, USA
“I have seen Evert in action, and he knows as much about the airline frequent flyer business as anyone I have ever met. The depth of his knowledge is readily evident in the most insightful and comprehensive book on the subject I am aware of…Strategy in Airline Loyalty.” – Robert A. Milton, Non-Executive Chairman of the Board of United Continental Holdings, Inc., USA