BY
Marija Mrvosevic ON 17 May 2021 2 min read
The results of the ninth annual Australian customer loyalty and loyalty program research study ‘For the Love of Money’ are in.
The study conducted by The Point of Loyalty focused on the impact of COVID-19 on brand loyalty in 2020 and the influence of loyalty programs in 2021.
The results revealed that 48 percent of customers remained loyal to the brands whose loyalty programs they are members of. But an even greater number (more than 60 percent) of the Gen Z population stays with their loyalty program.
Report author and CEO of The Point of Loyalty, Adam Posner said: “The research revealed that loyalty programs do influence brand loyalty while COVID-19 prevails. Interestingly, Gen Z identified as the most loyal generational cohort to a brand whose loyalty program they are a member of. I call them the ‘loyalZy’ generation.”
05 May 2021
Qantas has won the next round in its court battle against Virgin Australia over the appointment of a former executive as Velocity Frequent Flyer’s new boss.
In January 2021, a new-look Virgin announced several changes to its leadership team. Among these was the arrival of Nick Rohrlach, former co-CEO of Jetstar Japan,
However, prior to accepting his role at Velocity, Rohrlach had accepted a senior role at Qantas Loyalty in October.
Qantas is trying to enforce a clause that would postpone his employment at Velocity until September, because it is worried that Rohrlach will exploit trade secrets in his new job.
26 Apr 2021
Virgin Australia has launched a massive sale blitz with fares to Melbourne from only $75 including baggage, seat selection and Velocity Frequent Flyer points.
The airline’s ‘Ready. Set. Melbourne’ promotion will run until 11:59pm (AEST) on 3 May 2021, with sale fares available for select dates between 14 July 2021 and 16 March 2022 (inclusive).
Sale fares include Launceston to Melbourne from $75, Adelaide to Melbourne from $79, Hobart to Melbourne from $99 and Brisbane to Melbourne from $135.
“We’re continuing to support the recovery of Australia’s tourism industry by offering our guests a premium experience at irresistible prices and our massive sale blitz on flights to Melbourne start from only $75,” a Virgin spokesperson said.
The Mint Partners adds to growing client roster
April 14, 2021 9:52
Brand and communications agency The Mint Partners has added a trio of new travel clients to its growing roster.
Virgin Australia Group and Tourism Tasmania have signed with the agency as demand for domestic air travel ramps up.
Virgin Australia has signed with the agency
Mint has also announced that it will be working with Marriott International, planning the relaunch of Sheraton Fiji Resort, for when borders between Fiji and Australia open, as their portfolio of food & beverage, fashion, design and property clients takes shape.
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Genevieve Taubman, co-founder and co-director of The Mint Partners said: “We are delighted to expand our travel and tourism portfolio at a time when most of Australia is searching for inspiration on what destinations to explore first.”
The Mint Partners, one of Australia’s leading integrated brand and communications consultancies has added a trio of new travel clients to its roster for 2021.