Successful customer loyalty programmes are commonplace in the market, in particular with airlines, hotels and banks. These are very different in structure from the concepts available from brick and mortar retailers. Loyalty to airlines and hotels is rewarded above all with status and not with discounts, as is usually the case in the retail sector. A “frequent traveller” of an airline or the “ambassador” of a hotel chain does not receive any discounts when making a booking. Regular customers of airlines and hotels often even pay more than average customers, as they book a higher category or class. Depending on the status (Frequent Traveller, Senator, Honorary Member), airlines often grant access to exclusive additional services. This is for example the lounge, which is available to these customers as an exclusive waiting area until they can board their flight, or in the case of the ambassador, a room which is always one category higher than the booked category and access to an exclusive lobby or lounge. >>read more