Dive Brief:
- Expedia added a series of perks including free lounge access for delayed flights and discounted CLEAR+ membership to its Expedia One Key loyalty program, the online travel agency announced Tuesday.
- One of the new perks is “price drop protection.” If the fare of an eligible booked flight drops before a customer takes off, Expedia will provide the fare difference in OneKeyCash for use on future eligible travel — $1 in OneKeyCash is equivalent to $1.
- The online travel platform wanted to make its loyalty program simpler for members that balances instant and long-term perks, according to Casey Lehman, VP of loyalty at Expedia Group. “Travelers told us they want a loyalty program with rewards and perks program that delivers real savings right away while helping them earn rewards for future trips,” Lehman said in a prepared statement.
Dive Insight:
Expedia’s latest perks are aimed at increasing engagement by offering tangible benefits, and part of its value proposition are perks aimed at making traveling easier.
Delays, though inevitable in air travel, are a major source of stress. Nearly half of U.S. travelers have experienced a flight delay of 90 minutes or more, according to a OnePoll survey of 1,000 U.S. consumers commissioned by Expedia.
Flight delays have consequences: Nearly three-quarters of passengers said they lost money as a result of a flight disruption, and more than two-thirds of consumers said their disruption caused them stress or frustration, according to an AirHelp survey of nearly 2,000 passengers globally.
The online travel platform has expanded its free lounge access benefit to Gold members, members who have booked 15 trip elements with Expedia within a year, whose flights have been delayed at least 90 minutes. Eligible members receive complimentary access to an airport lounge or other eligible airport experience, which could include participating airport bars, restaurants, sleep pods and more.
Airport lounges are becoming a larger part of the travel experience, as customers seek premium experiences and are increasingly willing to pay for them. At the same time, the popularity of such perks have led to long lines at airport lounges, which some brands restrict access to.
Expedia’s airport lounge access benefit is starting off as a pilot as the brand “continues to enhance the experience and evaluate member engagement.”
