As airline loyalty programs grow rapidly in popularity, a coalition of groups is advocating for points to be used towards more sustainable purchases than simply more flying. Diversifying redemption to include eco-options could strike a balance.
Qantas Airways has already introduced the “Qantas Future Planet” initiative, allowing members to use their frequent flyer points to offset carbon emissions or contribute to environmental projects.
Marketplaces could offer the potential to embed sustainability even further into airline loyalty programs.
Enabling sustainable engagement
A Marketplace model empowers the airline to offer varied sustainability and eco-friendly options for points/miles. With modular redemption capabilities spanning flights to donations to retail and more, airlines can embed sustainability while maintaining traveller choice.
Imagine allowing members to offset flight emissions by spending points on: certified carbon reduction projects, or redeeming for public transport credits to avoid short hauls or renting an electric vehicle upon arrival. Programs could also incentivize eco-conscious hotel stays.
Future proofing loyalty
For airlines seeking reputational high ground, Marketplaces bridge the gap. They future-proof engagement amidst social ‘eco-pressure’ through inventive, sustainable-focused redemption.
The reality is simple – sustainable options equal increased advocacy and participation over time. As programs continue rapidly expanding, redemption flexibility will define those poised for leadership.
Partner with Commerce Dynamics today and add sustainable options to your airline loyalty program.
