Collinson Latitude used integrated DM to boost loyalty

Collinson Latitude developed a multifaceted international campaign to ignite loyalty programmes among aviation and hospitality brands

Collinson Latitude is a leading provider of products that deliver incremental revenues for brands and enhancements for reward and loyalty programmes. The company targets brands across the travel, financial services, telecommunication and retail industries.

Maintaining loyal customers has been a particular concern for airlines and hotel companies in recent years. Both industries have been significantly impacted by the internet, with price comparison websites making customers shop around in search of the best deals to the detriment of brand loyalty. At the same time, the global recession has caused difficult trading conditions for all travel businesses, in particular aviation and hospitality organisations.

Industry challenges

One of the challenges with loyalty programmes lies in encouraging customers to spend the loyalty currency they have accrued. These transactions are essential to ensure customers maintain close and consistently rewarding relationships with loyalty programme providers.