Buy and Be Loyal to My Brand: Travel Technology and the Future of Loyalty

Daniel Farrar, CEO of Switchfly, states that today, it’s no longer “travel on my airline, stay in my hotel, or buy my product” but “buy and be loyal to my brand.” And while there can be healthy competition between loyalty programs, that doesn’t mean travel brands can’t still work together to maximize their “piece” of the customer’s loyalty and the valuable data that comes with it. The travel industry can become a much more collaborative environment for loyalty with fewer programs working at cross-purposes and each brand maximizing its “piece” of the customer’s loyalty.