2:40pm - 3:25pm Panel: The FFP Trinity: data, loot and loyalty: Using data to generate revenue
Thursday May 17
Ever since Air Canada first floated the concept of combining loyalty with using the FFP entity as a revenue centre in its own right, there has been an uneasy and highly dynamic equilibrium between maximising income and generating loyalty. Later came the recognition that there was intrinsic value in the intimate data that passengers delivered - even those whose loyalty was limited at best. Today, any FFP that does not maximise the benefits from analysing and applying the data it gathers is falling short of its potential. Finding partners who can expand datasets and help in the analytics process is increasingly a must.