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New generation of customer rewards programs

New generation of customer rewards programs

07 Jan 2016
English translation of an excerpt from an interview with Errol McGlothan, General Manager EMEA Lifestyle Benefits of Collinson Group in Mittlestand Nachrichten

Question: What is Priority Pass and why is it better than its competitors?

Answer: Priority Pass is the world’s largest independent program for airport lounge access. Our Members can use more than 1200 airport lounges in over 500 cities around the world. They can choose from several membership classes, depending on their needs. Priority Pass is the original and oldest independent lounge program – pioneering the service 23 years ago. Priority Pass is the market leader and offers its Clients the ability to create a bespoke offer to meet the needs of their budget and proposition.

Question: At which German airports does Priority Pass offer lounge access? 

Answer: Priority Pass offers lounge access at the main German airports. Passengers can use lounges at Berlin Schönefeld, Berlin Tegel, Bremen, Köln/Bonn, Düsseldorf, Frankfurt am Main, Stuttgart, Hamburg Fuhlsbüttel, München, Nürnberg. Saarbrücken, Münster-Osnabrück, Hannover and Lübeck . Priority Pass is committed to expanding its lounge network so it has even more lounges in the most relevant locations and as a result the global distribution of its lounges is simply unrivaled. Priority Pass Members can use Priority Pass lounges irrespective of airline or class of travel.

Question: What kind of advantages do companies gain when they work with Priority Pass?

Answer: Companies large and small value the benefits offered by Priority Pass, which they can provide to both their customers and employees. With Priority Pass they can differentiate themselves from their competitors and offer an additional, special service. This added value helps drive loyalty and increase acquisition as their customers value the enhanced proposition.Priority Pass is the perfect addition to the programs of those companies which wish to offer frequent travelers exclusive benefits, while for employees that travel frequently, Priority Pass means waiting times at the airport can be used to prepare the next meeting or to simply relax and revive.

Question: What are the benefits for Meliá’s Hotels International guests?

Answer: Meliá Hotels International offer their guests an exclusive bonus program with MeliáRewards. Priority Pass is now added to the program for Platinum members. Priority Pass helps Meliá Hotels add a greater value to the customer proposition by delivering a valuable benefit that caters for an important and often stressful part of the journey such as traveling through the airport on their way to or from their Meliá Hotel International stay. Meliá’s guests can benefit from a unique service, even when they are not staying in one of the hotels but are travelling, improving customer loyalty and targeting new customers.

Question: What differentiates Priority Pass from other programs?

Answer:  Since 1992, Priority Pass has been the original and best independent lounge network. A premium brand, Priority Pass is focused on the total travel experience and as a result is recognized as the market leader. To continue to exceed expectations, Priority Pass has renewed its investment in the technology, processes and tools required to deliver a superior travel experience, every time. Members can now enter lounges on the Priority Pass program by using a Digital Membership Card which means they gain entry in seconds.

Question: How do consumers use Priority Pass and what are the benefits?

Answer: To use Priority Pass, passengers can register online for one of the three membership types. There is no need to book for lounge access beforehand. Members simply present their membership card and can promptly access the lounge. They are offered free drinks, snacks and WiFi as well as charging stations to power up their devices. Many airport lounges also offer spa treatments. Partners who wish to offer Priority Pass as a benefit to their customers can engage with Priority Pass at

Question: Which trends do you see in general when we look at customer reward programs?

Answer: At the moment, the trend is away from traditional programs which are based on collecting points. The focus is now rather on modern customer reward programs which are adapted to the needs of the individual client. It is important that the customer has immediate benefits which he can personally experience rather than collecting points over a long period of time. Airport lounge access offers this, for example. Another key trend is that many organizations now wish to match their proposition to the lifestyle of their customers – rewarding them with a premium brand experience. 

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