Written by Mark Ross-Smith @ Travel Data Daily
Did Velocity really double in value over 5 years and is it worth AUD $2bn? Virgin Australia announced its intention to buy back its 35% stake in Velocity for AUD $700M. Read the full ASX release here. In 2014, Virgin Australia Holdings Limited (VHA) so…
Author: Mark Ross-Smith
Creating a new airline loyalty status tier [Part Two]
Written by Mark Ross-Smith @ Travel Data Daily
Creating a new airline loyalty status tier – part two In the previous paper, creating a new airline loyalty status tier – part one, we looked at loyalty member behaviour challenges and how a new elite tier would be viewed from both the prog…
Creating a new airline loyalty status tier – [Part One]
Written by Mark Ross-Smith @ Travel Data Daily
Creating a new loyalty status tier can make or break loyalty program economics. From both internal and public perception – new loyalty tiers are exciting! They ooze optimism and are a sign of strength for the loyalty program. In recent years seen…
Under the Hood: What the Qantas Frequent Flyer Changes Really Mean For Members
Written by Mark Ross-Smith @ Travel Data Daily
Under the Hood: What the Qantas Frequent Flyer Changes Really Mean For Members. Last week, Qantas announced an overhaul of the frequent flyer program. The Australian media hyped up interest, but do the changes live up to the “biggest change in th…
Using Loyalty Game Mechanics to Increase Revenue Per Seat
Written by Mark Ross-Smith @ Travel Data Daily
Loyalty game mechanics can be a massive revenue driver for both airlines, and their frequent flyer programs. Getting to the advanced state of leveraging from loyalty game mechanics requires data collection, loyalty tracking, and booking integration. Fr…
Using data intelligence to understand your customers
Written by Mark Ross-Smith @ Travel Data Daily
Do you understand your customers? How do airlines identify customer needs? How can loyalty programs use that data to improve customer loyalty? Understanding your customers is more important now than at any other point in the history of the business. Cu…
Should airline management be forced to pay full price for tickets?
Written by Mark Ross-Smith @ Travel Data Daily
Why are frequent flyer programs constantly changing? Before we get to the nitty-gritty of frequent flyer programs logic, consider the following scenarios: You pay full price business and first class tickets. After buying that ticket, you meticulously s…
Simple Actions To Increase Loyalty Revenue
Written by Mark Ross-Smith @ Travel Data Daily
Increase loyalty revenue with these simple tips My mission with Travel Data Daily has always been to push the loyalty industry forward, usher in better use of technology, improve critical and creative thinking within the industry, help programs increas…
Measuring Loyalty – Tracking passengers who fly with competing airlines
Written by Mark Ross-Smith @ Travel Data Daily
Measuring loyalty success through share of wallet tracking is more powerful than traditional metrics. What would your frequent flyer program do if the most valuable frequent flyer started flying with a direct competitor? Does the program know how much …
How airline loyalty programs use big data to drive new revenue
Written by Mark Ross-Smith @ Travel Data Daily
How airline loyalty programs use big data to drive new revenue The past few years have seen a wave of travel companies member accounts compromised which have rocked the industry. Cathay Pacific had 9.4M accounts compromised. British Airways had 380,000…
Disrupting Airline Loyalty – The billion dollar risk airlines are taking
Written by Mark Ross-Smith @ Travel Data Daily
Change is in the air, and disrupting airline loyalty programs is coming from an unlikely source. Globally, airline loyalty programs generate billions of dollars in sales every year. They are the pinnacle of all loyalty programs, and they’re what …
Predicting Loyalty Churn – Cathay Pacific Marco Polo [Case Study]
Written by Mark Ross-Smith @ Travel Data Daily
Cathay Pacific Marco Polo loyalty program changes in 2015 could have cost the company over $1B in lost revenue Big data can now predict when a high-value frequent flyer is unhappy with an airline loyalty program and is at greatest risk of switching the…
Care and Feeding of Machine Learning in Marketing
Written by Mark Ross-Smith @ Travel Data Daily
“Artificial Intelligence, deep learning, machine intelligence-whatever you’re doing if you don’t understand it – learn it. Because otherwise you’re going to be a dinosaur within three years.” – Mark Cuban If yo…
7 Surprising Ways That Airlines Mine Personal Data
Written by Mark Ross-Smith @ Travel Data Daily
Airlines are becoming smarter at connecting the dots between you, your frequent flyer profile and your online activity – and turning that trail into another source of revenue. And airlines are beginning to realise not only how much of this data t…
Audience Segmentation – Propensity & Behavioral Scoring
Written by Mark Ross-Smith @ Travel Data Daily
Propensity score modeling, also known as behavioral scoring, is a popular method of descriptive analytics which aims to calculate the likelihood of a user taking a particular action. In my first loyalty segmentation article, I wrote about how to segmen…
Stop chasing millennials. Instead, use data to drive marketing
Written by Mark Ross-Smith @ Travel Data Daily
It is amazing how many large companies talk about how they are boosting their efforts to capture the attention of millennials. “We need to tap into the millennials” and “How can we improve our brand to target millennials more e…
How Big Data Is Driving Loyalty Program Revenue
Written by Mark Ross-Smith @ Travel Data Daily
It’s often thought that loyalty programs are designed to reward customers with special offers, treats, and discounts in the hope of retaining their business and encouraging customers to spend more frequently. While there is some truth to this …
Interview with Airbnb host management platform, GuestReady
Written by Mark Ross-Smith @ Travel Data Daily
The on-demand economy is taking off thanks to the likes of Uber and Airbnb. The boom in ride and home-sharing also opens new opportunities for new business to emerge and leverage from the new economy. One such service is GuestReady, an Airbnb Managemen…