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Global Coalition Loyalty Programs

Table of Contents

Executive Summary

Introduction

Global Program Overview

Program Profiles

List of Graphics / Tables

0.0 EXECUTIVE SUMMARY 

Consumer-facing organisations establish partnerships with coalition loyalty programs for several reasons

Coalition loyalty programs will evolve in a variety of different ways in future years…

… and at least ten organisations can be identified as likely innovators in this sector

1.0 INTRODUCTION 

What is this report about?

Worldwide, over 2 billion consumers are likely to be members of at least one coalition loyalty scheme

Rationale

At an international level, coalition loyalty programs have proliferated in number during recent years...

...and make attractive affinity partners for a variety of reasons...

...with their allure having been recognised most frequently by payment card issuers

Definitions

Coalition loyalty programs

A variety of different types of scheme fit the definition of a coalition loyalty program…

… although other structures are out of scope as they are unlikely to generate loyalty

Program currency

Methodology

Finaccord’s research covers 235 leading coalition loyalty programs active across multiple locations

Interactive CoalitionBASE

Finaccord

2.0 GLOBAL PROGRAM OVERVIEW 

Introduction

Launch history and growth of coalition loyalty programs

1999 and 2010 have been the busiest years for coalition loyalty program launches thus far…

… with programs from outside of the airline and hospitality sectors having become increasingly apparent…

...although, with airline frequent flyer programs still claiming the most members overall

The total membership of coalition programs is likely to have exceeded 2 billion for the first time during 2015

Five programs, including PINS and Plenti, have been launched since the beginning of 2014

Total membership of coalition loyalty programs

The coalition schemes investigated have an average membership of almost 11.4 million

Some of the programs with most members are also those that have been established for longest…

… although a few introduced more recently are catching them up…

… and Max Get More has become the largest as a result of its unique operating model

Consumer penetration benchmarking of coalition loyalty programs

There is little apparent relationship between penetration and longevity of coalition loyalty programs

Four schemes are used by over 60% of the total adult population of the countries in which they operate…

… and another five by more than 50%

Approaches to currency earning and redemption

Currency-earning partners are more numerous than currency-redemption partners in most cases…

… as many program owners prefer to focus currency redemption on their own commercial propositions…

… although in a minority of cases, currency-earning and currency-redemption partners are identical

Credit cards and hospitality expenditure are the most common categories for earning currency

Co-branded payment cards associated with coalition loyalty programs

Co-branded payment cards have been developed for close to three quarters of schemes analysed

For one program, co-branded payment cards are available across 24 countries

20 programs lacking a co-branded product allow members to earn currency via unbranded payment cards

American Express, Barclays and Citigroup are the most frequently used card-issuing groups…

… albeit globally, affiliations are spread across a very wide range of card issuers

By number of affiliations with co-branded cards, MasterCard has a narrow lead over Visa…

...with American Express being particularly strong among programs originating from the airline sector

Future directions for coalition loyalty programs

Several key trends will characterise the future development of the market for coalition loyalty programs

The involvement of major retail brands in coalition loyalty programs rose sharply between 2010 and 2014

MySchool MyVillage MyPlanet has distinguished itself for its commitment to social responsibility

The potential for coalition loyalty programs is finally being realised in the US…

… with Sports Loyalty International planning launch of a ground-breaking new initiative

Coalition Rewards has advocated a move towards ‘shopper flyer programs’ (SFPs)…

… which is significant given the high profitability often generated by airline frequent flyer programs 

3.0 PROGRAM PROFILES 

Included in the interactive CoalitionBASE™

AA Smartfuel

AAdvantage

ABSA Rewards

Advantage

Aerolíneas Plus

Aeroplan

Air Miles (Canada)

Air Miles (Middle East)

Air Miles (Netherlands)

Airpoints

Alfursan

Alpha Bonus

Amigo

Amtrak Guest Rewards

ANA Mileage Club

ANZ Rewards

Asia Miles

Asiana Club

Atlasmiles

Audience Rewards

Avios

Avis Preferred

Axess

bahn.bonus

Barclaycard Freedom

Basma

BDO Rewards

Best Western Rewards

BIG

BinterMás

BLU Members

Bonus (Aeroflot)

Bonus (Turkey)

Bonus Card (Romania)

Bonus Card (Switzerland)

BonusLink

Boomerang Club

CAA Dollars

China Rewards

Choice Privileges

Club Carlson

Club ITC

Club Premier

CommBank Awards

Cumulus

DeutschlandCard

dotz

Dynasty Flyer

EarlyReturns

Eastern Miles

eBucks

Egret Club

EgyptAir Plus

eleVAte

Elite Hotels Guest Program

enJoy Card

Enrich

Etihad Guest

EuroBonus

EuroClix

Falconflyer

Finnair Plus

Fly Buys

FlyBuys

FlyerBonus

Flying Blue

Flying Club

Flying Returns

Fortune Wings Club

Free Spirit

Frequent Flyer

Frequent Traveller

Fuel Rewards

FuelCircle

Fun Miles

GarudaMiles

Genting Rewards

GetGo

Globe Rewards

Gold Circle Club

Gold Passport

Golden Lotus Plus

Golden Panda

Goopon

Happy Go Card

Hawaiian Miles

HBC Rewards

Heathrow Rewards

Hilton Hhonors

Hyundai Card

Iberia Plus

IHG Rewards Club

Infinity MileageLands

Italo Più

JAL Mileage Bank

Jet Privilege

Juneyao Club

K-Plussa

KrisFlyer

Labicard

LanPass

Le Club Accorhotels

Legacy Lifestyle

LifeMiles

Mabuhay Miles

Magna Rewards

Mahala

Malina

Malmö Aviation Frequent Flyer

Marriott Rewards

Max Get More

MaxiCard

Maximiles (France)

Maximiles (Italy)

Maximiles (Spain)

Maximiles (UK)

Maximum

Maybank TreatsPoints

MedMera Kort

Megacard

Membership Rewards

Mercator Pika

Meridiana Club

Mileage Plan

Mileage Plus

Miles & Bonus

Miles & More

Miles & Smiles

MilleMiglia

Mnogo.ru

More Rewards

Multiplus

MultiPlusCard

Multipont

MyAirEuropa

MYER One

MySchool MyVillage MyPlanet

NBK Reward Points

Nectar (Italy)

Nectar (UK)

Norwegian Reward

Oasis Club

Octopus Rewards

Oh! Point

OK Cashbag

OK Plus

OKcard

Oki Doki

Panorama Club

Paro

PAYBACK (Germany)

PAYBACK (India)

PAYBACK (Italy)

PAYBACK (Mexico)

PAYBACK (Poland)

Pegasus Plus

PhoenixMiles

PINS

Plenti

Plus

Plus!

Ponta

Premia Karta

PremierMiles 368 Privilege Club

Programa de Puntos RACC

Punct Card

R&R

Rapid Rewards

RBC Rewards

RealRewards

RewardsCentral

Ripley Puntos

Rocketmiles

Royal Orchid Plus

S’Miles

S7 Priority

Säästukaart

Safar Flyer

Samsung Card

SATA IMAGINE

Scandic Friends

Shopkick

Shukran

Sindbad

SJ Prio

Sky Pearl Club

SkyMiles

Skypass

Skywards

SM Advantage

Smiles

Spasibo

Starwood Preferred Guest

Stash Hotel Rewards

Status

StayCredits

Super Kartica

Súper Puntos

Supercard

SuperShop

Sure Loyalty

Svyaznoy Club

T Point

Tata Empower Card

Tesco Clubcard

Thanks Again

The Marco Polo Club

The Ritz-Carlton Rewards

Top Club Q

topbonus

Toyota More

Transaero Privilege

Travel Club

Travel Miles

TrueBlue

trumf

Tudo Azul

Turyocio

Ufly Rewards

UniClub

Upromise

Velocity

Victoria

VOILÀ Hotel Rewards

Voyager

Webmiles

WestJet Rewards

Westpac Altitude Rewards

Wings

World

Wyndham Rewards

YES!

you&eni

ZAP

 

LIST OF GRAPHICS / TABLES

For a full list of graphics and tables in this report, please click here and go to page VIII of the PDF document.

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