The new rules of loyalty
Loyalty programmes across the travel sector are under increasing pressure to deliver immediate, practical value to both travellers and the trade. For travel agents, this shift is equally important. Programmes that are simple to understand, easy to transact, and offer clear value are more likely to influence booking decisions and drive repeat business. In response, brands are evolving their loyalty offerings to include more integrated and experience-led benefits.
Kerry Ann Lawrie General Manager: Corporate and Car Rental sales, discusses Avis’s approach to loyalty below:
How is Avis evolving its loyalty and rewards offering in response to changing traveller expectations?
Traveller expectations have advanced significantly over the last few years, with customers now looking for more than just discounted rates. Convenience, speed, personalisation, flexibility, and recognition are becoming increasingly important. Avis continues to enhance customer experience by focusing on faster service, rewards, and value-added mobility solutions.
The business is also adapting to changing travel behaviours by offering a wider range of products and services beyond traditional car rental, including luxury vehicles, chauffeur drive, point-to-point transfers, monthly rental, mobility solutions, and commercial vehicle options. Loyalty is about building long-term relationships through convenience, consistency, and client journey.
What are the key pillars of your current loyalty programme(s), and how have these shifted in recent years?
The key pillars of the current Avis loyalty offering include:
- Avis Preferred and reward for frequent travellers
- Speed and convenience throughout the rental journey
- Exclusive member benefits and upgrades
- Enhanced customer service and support
In recent years, there has been a noticeable shift from purely points-based rewards to experience-driven loyalty. Customers now value priority service and flexibility. Avis has therefore focused on improving the end-to-end customer journey, while also ensuring consistent value across business and leisure travel. While traditional points-based systems remain relevant, today’s travellers are placing greater emphasis on rewards that enhance the overall journey, rather than benefits that are difficult to access or redeem.
What tangible benefits do loyal Avis customers receive?
- Loyal Avis customers benefit from a range of value-added offerings, including:
- Priority service and faster vehicle collection processes
- Access to preferential rates
- Complimentary upgrades, subject to availability
- Access to a broader vehicle selection, including luxury vehicles
- Dedicated support and account management for corporate travellers
- Opportunities to earn rewards through partner programmes
Are there any new perks or tiers that agents should be aware of when selling Avis to clients?
Avis continues to enhance its offering through premium mobility solutions and tailored customer experiences.
- Luxury and premium vehicle offerings
- Chauffeur Drive and Point-to-Point solutions
- Long-term rental and monthly subscription
- Total mobility solutions
- Commercial and van rental solutions for business requirements
These products allow agents to position Avis as more than just a traditional car rental provider, creating additional upselling and value to clients.
How can travel agents leverage Avis’s loyalty programme to add value for their clients?
Travel agents can add significant value by aligning the right mobility solution to the traveller’s specific needs. By understanding the Avis loyalty offering, agents can:
- Secure preferential value and benefits for repeat travellers
- Enhance the traveller experience through priority service and convenience
- Offer premium mobility solutions that improve client satisfaction
- Build stronger client retention through trusted supplier partnerships
Are there specific incentives or benefits for agents who consistently book Avis for their customers?
Avis values strong partnerships with travel agents and continues to support through Club Red, along with various initiatives, campaigns, and reward opportunities. Depending on the campaign period, agents may benefit from:
- Sales and reward campaigns
- Product awareness and training initiatives
- Support from dedicated sales and account management teams
- Access to promotional offers and value-added opportunities
These initiatives are designed to support mutual growth, strengthen long-term partnerships, and help agents deliver greater value to their clients.
How does your loyalty strategy support agents in retaining their own client base?
Club Red and various campaigns support travel agents by helping deliver a seamless and reliable traveller experience through value-added benefits, vehicle availability, and convenience. This strengthens trust in both Avis and the travel agent, ultimately improving customer retention and loyalty.
What trends are shaping customer expectations around loyalty in the car rental sector?
Several key trends are currently influencing customer expectations:
- Greater focus on convenience and digital self-service
- Flexibility in booking and rental solutions
- Smarter mobility solutions
Customers are increasingly expecting mobility providers to offer flexible, end-to-end solutions that align with both business and leisure travel needs.
Anything else you would like to add?
At Avis, loyalty is about far more than rewards – it is about creating meaningful, long-term relationships with both travellers and travel partners. The focus remains on delivering exceptional service and retaining our loyal customers as part of our strategy to support business growth.
The travel industry continues to build strong partnerships between travel agents. Avis, as a leading integrated mobility provider remains critical in delivering seamless travel experiences to customers.
