Most airline carriers have their own Loyalty Program to retain old passengers and attract new passengers. By collecting points through each purchase, passengers can use the accumulated points to redeem flight tickets or other commercial goods. Traditionally, the loyal program is more beneficial for frequent travelers because they can redeem their points faster through frequent purchases. However, the program is less attractive to less frequent traveler, since it will take a long time for them to accumulate enough point to redeem a ticket and there is an expiry date for point collected. In order to solve this problem, Tanya Mohn introduced a new policy in JetBlue’s Loyalty Program in one of her blog post, “In JetBlue Loyalty Program, Families Can Share Points”.
JetBlue, an American low-cost airline, introduces a new policy for its TrueBlue loyalty program to attract those less frequent travelers. The new policy allows members within a designated group to share their loyalty points with no expiry date. Members in the group do not need to be related, it can be family members or friends. Individuals can decide the percentage of points that they want to contribute to the pool account. Through a sharing account, members can redeem a ticket easier and quicker compared to an individual account. People who are not purchasing tickets for points can also share their point to people who normally do. This new policy enhances value for its consumers and strengthens the loyalty of consumers. Even though JetBlue has a very few airline carrier, this new policy expands to a new potential market.
http://www.usatoday.com/story/travel/flights/2013/10/11/jetblue-frequent-flier-points/2961001/
image: http://i617.photobucket.com/albums/tt254/viewfromthewing/JetBlueFamilyPooling_zps8c49b446.jpg