Delta targets SMEs with updated online loyalty programme

Saturday, 19 Jul, 2006 0

Small and medium-sized businesses are claiming flights and car hire over upgrades and other rewards when cashing in loyalty points, a new survey shows.

More than 90% of small and medium enterprises (SMEs) in the UK are most likely to redeem points for flights.

This compared with France (100%), Italy (85%) and Germany (63%) while Spanish (100%) and Irish SMEs (43%) are most likely to opt for car rental.

The research was conducted by Delta Air Lines, whose general manager delta.com and self-service international Thomas Brandt said: “A one-size-fits-all approach doesn’t work when it comes to designing a global SME loyalty programme.”

The airline has updated its SkyBonus website (www.delta.com/skybonus) with enhanced features to assist SMEs.

The changes include:

*The addition of a secondary programme administrator to enable easier management of the SkyBonus programme.

*Enhanced communication options with welcome e-mails for new members and the ability for the primary programme administrator to receive e-mail notification of all account activity.

*Weekly ticket processing and faster access to points and other member benefits.

*The ability to add notes to redemptions for record-keeping purposes.

*A streamlined registration process.

Brandt added: “All the rewards Delta offers through SkyBonus are potential business assets. The rewards can be used by the business, for personal enjoyment, or by others within the company – it is the company’s decision.

“Should the company want to use its points to provide complementary car rental for valued customers, or redeem against flights as part of a staff incentive programme, Delta can facilitate this.”

Report by Phil Davies

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Phil Davies

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