Introducing effortless loyalty commerce from Points and Amadeus

Christopher Barnard

President/Co-Founder of Points

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At Points, our stated vision is "to be a critical and trusted partner to the world’s loyalty programs, making them more valuable and engaging".

We chose these words carefully in order to ensure they are an effective guide as we build our business. Since our start in 2000, the growth of loyalty programs and especially airline frequent flyer programs has been remarkable and helping our partners along the journey has been quite a ride.  

We started back then with a fairly straight-forward mission centered around empowering loyalty programs to engage more meaningfully with their members by giving them more ways to earn and more ways to burn. While powering engagement has certainly remained the foundation of what we do, over the last decade the complex layers of distribution and personalization have gained more importance. Engagement still depends on more ways to earn and more ways to burn but now those opportunities must be present in the channel the member wants, at the time the member is there, perhaps with a partner brand that the member is also engaged with. Personalization based on the member’s unique profile and history is the new game in town.   

Frequent flyer programs’ success with this engagement model has certainly made them extremely valuable. They are now a significant driver, in some cases the dominant one, of an airline’s economics. With the increasing aspirational value of collecting miles, their very profitable unit economics, and the clear benefit that other brands in the travel and financial services industry gain through affiliation, we are confident that there is a significant opportunity to accelerate the value generated by these programs. 

Knowing this and with technology increasingly acting as the lifeblood of these relationships, we recently teamed up with Amadeus.This partnership will soon allow airlines to integrate our member engagement and revenue generating solutions within existing Amadeus Loyalty Management and Awards solutions at the click of a button.

Our partnership with Amadeus is a recognition that the impact of getting value-added loyalty solutions in the hands of loyalty programs and their members can be significantly amplified through a tighter integration between our technology platforms. These include the platforms on which the solutions are built, like the Points Loyalty Commerce Platform, and those through which these solutions are powered (Amadeus Loyalty Management) and distributed (Amadeus Airline Platform).

We know that the keys to engagement are the frequent micro-moments of interaction between the program and its members, be it earning opportunities at the cash register or redemptions for last minute travel and everything in between. We look forward to bringing to Amadeus’ impressive customer base our proven track record of helping loyalty program managers identify and act on insights related to their member base and in turn contribute meaningfully to the airline’s bottom line.

All of us at Points are thrilled to work with Amadeus to enhance the value that airline loyalty programs bring to their members at all stages and touchpoints of a traveler’s journey. And we are equally excited about the future of our partnership in other business areas such as hospitality. To learn more about where we believe we can take the industry thanks to our new strategic partnership, look for us at the Loyalty & Awards conference in Paris on February 18th – 20th.


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