“Green Loyalty"
As desire to travel the world continues to rise, so does awareness for the environment.
These days, consumers believe they are faced with a difficult choice: travel or care for nature.
As a result they end up travelling less. But the choice doesn’t have to be that hard.
Green Loyalty is our concept for solving this dilemma for you and your customers.
Through extensive research, we have identified customers’ true pain points regarding sustainable travel. Green Loyalty targets these pain points by providing sustainable options and eco-friendly solutions to support self-determined decisions.
Discover our Green Loyalty approach, which offers travel companies concrete solutions for achieving their sustainability goals by enhancing their loyalty program.
Global Awareness
Climate change is seen as the greatest challenge of our time, even greater than lack of access to healthcare and unemployment.*
Global Objectives
Countless organizations and institutions worldwide have joined 137 countries in their commitment to reach carbon neutrality (most by 2050) and have entered into treaties such as the Paris agreement to combat climate change.**
Airline Initiatives
Airlines are setting their own ambitious goals in response to these objectives. For example, Lufthansa and United Airlines have pledged to become CO2 neutral by 2050. As a result, airlines are increasingly investing in initiatives such as fleet efficiency and alternative fuels.***
*Source: https://www.eib.org/attachments/thematic/the_eib_climate_survey_2019_2020_en.pdf
**Source: https://unfccc.int/process-and-meetings/the-paris-agreement/the-paris-agreement/key-aspects-of-the-paris-agreement
*** Source: https://www.welt.de/wirtschaft/article232995797/Passagiere-der-Lufthansa-zeigen-an-CO2-Kompensation-kein-Interesse.html
Simple Solutions with potential
The wish to travel sustainably creates new challenges for the travel industry, but also offers huge potential and competitive advantages.
LPS developed Green Loyalty to bundle customers’ needs and also to leverage airline’s existing initiatives to ensure more sustainable travel. Each customer pain point can be addressed with a suitable solution.
The most frequently mentioned pain points are:
Lack of options and knowledge, Intangibility of CO2,
Intransparency of initiatives, the fear of Green Washing
by airlines, the fear of being al lone fighter
Rewards
Rewards and
confirm
Offers
Communication
and Education
Trust
Trust and
Attainment
Information
Decision
Power
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Visibility
Rewards
Rewards and
confirm
Offers
Communication
and Education
Trust
Trust and
Attainment
Information
Decision
Power
Give individuals the necessary information as well as the choice so that they can understand and decide where their money is truly invested.
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Visibility
Give individuals the necessary information as well as the choice so that they can understand and decide where their money is truly invested.
CUSTOMERS’ Pain POINTS and how to address them
Certain initiatives turn customers’ pain points into positive feelings and create trust.
With Green Loyalty from LPS, each customer pain point can be addressed with a suitable solution. Green Loyalty bundles customers’ needs and leverages airlines’ existing initiatives to ensure more sustainable travel.
Pain Points
Initiatives
Solutions
Pain Points
LACK OF OPTIONS
AND KNOWLEDGE
Initiatives
- Communicate simple and effective offers that enable customers to travel sustainably and educate them on the impact their travel has.
Solutions
COMMUNICATION
AND EDUCATION
Pain Points
NONTRANSPARENCY
Initiatives
- Give individuals the necessary information so they understand and can truly decide where their money is invested.
Solutions
DECISION POWER
Pain Points
INTANGIBILITY OF CO2
Initiatives
- Make CO2 savings visible by instantly informing the customer about the impact of their actions.
Solutions
VISIBILITY
Pain Points
FEAR OF BEING
A LONE FIGHTER
Initiatives
- Incentivize positive actions with attractive rewards and motivate customers by reminding them that with each green action, they are part of something big.
Solutions
REWARD, COMMUNITY
AND FULFILLMENT
Pain Points
GREEN WASHING
Initiatives
- Build trust and communicate relevant and comprehensible actions, goals and progress updates that show how airlines are taking sustainability seriously.
Solutions
TRUST AND ATTAINMENT
How does Green Loyalty work?
Green Loyalty offers travelers an eco-friendly choice in services and products related to their trip while rewarding them for sustainable behavior and decisions throughout their journey and beyond.
Results of our Sustainable Travel Survey
Our own research with 25 qualitative interviews and 478 quantitative survey results delivered us the following numbers.
Green Loyalty is not only attractive to members but it also increases customers’ loyalty towards an airline with a sustainable behavior.
New Member Acquisition
Impact on Sales
Your full-service partner
We offer consulting services to create custom Green Loyalty program concepts and provide you with the technological know-how to ensure maximum program flexibility. All loyalty services from a single source—from concept to delivery and even operation.
Concept
Our loyalty consulting experts create custom Green Loyalty concepts that are truly customer-focused and innovative and that support the achievement of sustainability, financial and program KPIs.
DELIVERY
Our out-of-the-box core module and partner network ensure fast time to market and provide maximum flexibility to enable a symbiotic relationship with the airlines’ existing loyalty programs.
Operations
Our business and technology services work closely together to allow for efficient operation and continuous improvement of the Green Loyalty initiative.
LPS IS THE RIGHT PARTNER FOR GREEN LOYALTY
As GREEN LOYALTY pioneers, we developed a concept and solution based on the needs of your clients, partners and consumers.
As GREEN LOYALTY pioneers, we developed a concept and solution based on the needs of your clients, partners and consumers.
To help you find the sustainable partners and products that are right for you, we are establishing a configured and ready-to-use green partner network.
The GREEN LOYALTY module can be integrated seamlessly into your existing loyalty ecosystem.