Delta targets SMEs with updated online loyalty programme
Small and medium-sized businesses are claiming flights and car hire over upgrades and other rewards when cashing in loyalty points, a new survey shows.
More than 90% of small and medium enterprises (SMEs) in the UK are most likely to redeem points for flights.
This compared with France (100%), Italy (85%) and Germany (63%) while Spanish (100%) and Irish SMEs (43%) are most likely to opt for car rental.
The research was conducted by Delta Air Lines, whose general manager delta.com and self-service international Thomas Brandt said: “A one-size-fits-all approach doesn’t work when it comes to designing a global SME loyalty programme.”
The airline has updated its SkyBonus website (www.delta.com/skybonus) with enhanced features to assist SMEs.
The changes include:
*The addition of a secondary programme administrator to enable easier management of the SkyBonus programme.
*Enhanced communication options with welcome e-mails for new members and the ability for the primary programme administrator to receive e-mail notification of all account activity.
*Weekly ticket processing and faster access to points and other member benefits.
*The ability to add notes to redemptions for record-keeping purposes.
*A streamlined registration process.
Brandt added: “All the rewards Delta offers through SkyBonus are potential business assets. The rewards can be used by the business, for personal enjoyment, or by others within the company – it is the company’s decision.
“Should the company want to use its points to provide complementary car rental for valued customers, or redeem against flights as part of a staff incentive programme, Delta can facilitate this.”
Report by Phil Davies
Phil Davies
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