How Orbitz built an effective loyalty program

This event report explores how Orbitz, the travel website, successfully launched a loyalty program based around the idea of a special currency called "Orbucks".

How Orbitz built an effective loyalty program

Sonia Paul

The travel category is awash with loyalty programs. And in a digital age, where customers often gravitate towards the lowest price, it is crucial for big players in the industry to engage customers in ways that go beyond cost alone.

But they also need to ensure their loyalty programs ultimately serve the company and customer alike.

For travel-booking company Orbitz Worldwide, it took some time to reach that point. "It was about three years between when we initially started talking about the loyalty program and when we actually launched," Sarah Butterfass,...

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