Loyalty programs are becoming an increasingly valuable tool for customer engagement marketers. However, there has been a longstanding criticism that the ROI on such initiatives is often difficult to measure. However, a recent study from the IdeaWorks Company has just shown that the ancillary revenue of global airline companies has significantly and steadily increased over the last few years.
Overall, this ancillary revenue, which includes loyalty programs, was up 21% year-on-year for global airlines in 2014. According to the IdeaWorks....