Civil Aviation Customer Loyalty Management Forum 2019

With the advent of digital marketing era and the change of air transport market environment, loyalty program has become an important source for airlines to increase ancillary revenue, and loyalty management has naturally become a core business of airlines. The increase of air transport revenue is facing severe challenge of market competition, especially the competition of low fares. Potential revenue from airline loyalty programs has become a focus among different revenue growth channels. American Airlines' loyalty program is expected to bring in about $2.7 billion in earnings before interest and tax in 2018. In the current competitive market environment, this undoubtedly attracted people's attention. Delta announced that its loyalty program, in partnership with American express, will bring in $4 billion a year by 2021. This business model of mileage sales will not only bring huge wealth to airlines, but also attract consumers' attention to a large extent.

From the traditional business management, the airline frequent flyer program has gradually stepped onto the path of revenue-generating loyalty program management. Digital marketing not only promotes the transformation and innovation of loyalty program management mode, but also provides a broader space for realizing the revenue target of loyalty program. The customer relationship management of airline companies should adapt to the change of digital marketing era and continuously upgrade and improve, so that it becomes the source of creating market value.

随着数字化营销时代的来临和航空运输市场环境的改变，忠诚度计划成为航空公司增加辅助收入的一个重要来源，忠诚度管理自然也成为航空公司的一个核心业务。航空运输收入的增加面临着市场竞争尤其是低票价竞争的严峻挑战，航空公司被迫竭尽全力拓宽增收渠道。在众多增收渠道中，航空公司忠诚度计划带来的潜在收入已经成为一个焦点。据悉，美国航空的忠诚度计划在2018年能为其带来约27亿美元的息税前收入。在当前竞争激烈的市场环境中，这无疑再次吸引了人们的眼球。达美航空宣布，到2021年，其忠诚度计划与美国运通公司的合作将每年给达美航空带来40亿美元的收入。这种里程销售的商业运作模式不但会给航空公司带来巨大的财富，而且能在很大程度上吸引消费者的关注。

航空公司常旅客计划从传统的业务管理逐步走上了创造收入的忠诚度计划管理的道路。数字化营销在促进忠诚度计划管理模式的转变与革新的同时，也为实现忠诚度计划的收入目标提供了更为广阔的空间。航空公司的客户关系管理应顺应数字化营销时代的变革而不断升级和完善，使其成为创造市场价值的源泉。