As loyalty programmes continue to evolve, some of the most valuable lessons come from brands that focused on simplicity and customer value from the start.
In this episode of Let’s Talk Loyalty, we revisit the story of the ebookers Bonus+ Rewards Programme, launched by online travel agency ebookers in 2016. Designed to be straightforward, generous, and mobile-first, Bonus+ demonstrated how travel brands could use loyalty to create meaningful differentiation in a highly competitive market.
Listen back as the team shares how they built the programme, the key performance indicators that mattered most, and how they adapted their thinking around member needs and expectations during the unprecedented challenges of the COVID-19 pandemic.
Since this conversation was first recorded, ebookers’ parent company, Expedia Group, has continued to consolidate its loyalty strategy across its portfolio of travel brands. Looking back, this episode provides a fascinating snapshot of a period when individual travel brands were developing distinctive loyalty propositions of their own, offering lessons that remain highly relevant for loyalty professionals today.
Whether you’re interested in travel loyalty, digital engagement, or the enduring power of keeping loyalty simple, this episode is well worth revisiting.