""What the report really showed to us is the desire for human connection. At the end of the day the thing that makes the difference is the people.""
""The experience comes first. And then you work out how you're going to get there, and where you're going to stay.""
""We talk about rewards being the foundational element. But what brands don't necessarily move on to is... access-things that money can't buy.""
""This shift-from rewards to access to recognition-is critical. It reflects a broader consumer mindset, particularly among Gen Z and Millennials, who value exclusivity, personalization, and time-saving convenience over pure financial incentives.""
Virgin Red emphasizes the importance of human connection and memorable experiences in loyalty programs. Chief Loyalty Officer Andrea Burchett highlights that the future of loyalty is not solely about earning points but about how brands make customers feel. The strategy revolves around creating shared experiences that resonate emotionally. Travel decisions are increasingly influenced by experiences rather than destinations. Virgin is evolving its loyalty model from rewards to access and recognition, catering to the preferences of Gen Z and Millennials who prioritize exclusivity and personalization.
Read at Forbes
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