Did you know that it's not just airlines that offer frequent flyer programs? In fact, your local airport may have a loyalty program as well, with these initiatives becoming increasingly widespread across the airport industry sector. Thanks Again, the largest network of airport rewards programs in the U.S., is paving the way in this development. Marc Ellis, the CEO, anticipates "a potential fivefold increase" in program engagement over the forthcoming year.
Recently, Denver joined the likes of Atlanta, Boston, Greenville (S.C.), and Manchester (N.H.) in partnering with Thanks Again, expanding the company's network. Thanks Again also collaborates with various airport concession and parking companies at approximately 125 other airports, further diversifying their presence.
Here's how it works: Customers sign up online for Denver Airport's new DenPerks loyalty program, linking their credit card or bank account. Then, for every dollar they spend, they earn approximately 1 cent back in reward points. Once a member's rewards reach $5, they can be redeemed for prepaid Visa cards, gift cards from a variety of companies, or Alaska Airlines Mileage Plan points. This innovative concept encourages a more rewarding and personalized airport experience for passengers.
JetBlue recently became the first airline to establish a point accrual partnership with Thanks Again, further enhancing the value for passengers. Such collaborations are set to increase over the year, hinting at the future trajectory of the industry.
Airport loyalty programs have a history, with European airports such as London Heathrow and Paris de Gaulle leading the way, and U.S. programs like ATLRewards having been in operation for a decade. In addition, smaller U.S. airports, such as Binghamton, N.Y., and Lafayette, La., run their own rewards schemes.
Not only do these programs offer an additional incentive for passengers to choose a particular airport, but they also provide insight into customer spending habits. As Denver Airport's senior vice president of concessions, Pamela Dechant explains, the spending data gathered can help inform the airport about the types of concessions it should consider adding to its portfolio.
All in all, the rise of airport loyalty programs is a trend worth watching. As a savvy traveler, don't forget to explore these options on your next trip!
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