State of Airport Loyalty Programs (2023)

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71   A P P E N D I X B Survey Responses Start of Block: Consent Q1.1 Consent - All Agree Start of Block: Demographics Q2.1 Which airport do you work for? (Use the 3-letter IATA airport code, e.g., SFO or JFK) Program Status Airport Name Currently OPERATING BWI L Baltimore/Washington International Thurgood Marshall JAX M Jacksonville International Airport MKE M Milwaukee Mitchell International Airport LGB S Long Beach (Daugherty Field) Airport COS S City of Colorado Springs Municipal Airport GSP S Greenville Spartanburg International Airport MDT S Harrisburg International Airport GNV N Gainesville Regional Airport Currently BUILDING RIC S Richmond International Airport Terminated ICT S Wichita Dwight D. Eisenhower National Airport CID S The Eastern Iowa Airport SAV S Savannah/Hilton Head International Considered but decided not to pursue DEN L Denver International Airport PHX L Phoenix Sky Harbor International Airport FLL L Fort Lauderdale/Hollywood International Airport SFO L San Francisco International Airport TPA L Tampa International Airport DCA L Ronald Reagan Washington National Airport RDU M Raleigh-Durham International Airport MSY M Louis Armstrong New Orleans International Airport SJC M San Jose Mineta International Airport AVL S Asheville Regional Airport ISP S Long Island MacArthur Airport LEX S Blue Grass RDM S Redmond Municipal Airport N/A* - - Locid Hub

72 State of Airport Loyalty Programs ILM S Wilmington International Airport HSV S Huntsville International-Carl T Jones Field BTV S Burlington International Airport BIL S Billings Logan International Airport CHA S Chattanooga Metropolitan Airport (Lovell Field) PSC S Tri-Cities Airport SBN S South Bend International Airport RAP S Rapid City Regional Airport *Airport did not identify itself but answered survey questions. Locid = Location Identifier. Q2.2 Which of the following departments best describes your current role/position? Q2.3 Is your airport a partner of a multi-airport customer loyalty program (for instance, the Thanks Again program) that is independent of any airport? Not enough information BOS L General Edward Lawrence Logan International Airport DAL M Dallas Love Field Airport MEM M Memphis International Airport PSP S Palm Springs International Airport PWM S Portland International Jetport SYR S Syracuse Hancock International EUG S Eugene Airport (Mahlon Sweet Field)

Survey Responses 73   Q2.5 Which of the following statements best describes the situation of your airport? Survey Item Options Corresponding Airports Considered but decided not to pursue DEN, PHX, FLL, SFO, TPA, DCA, RDU, MSY, SJC, AVL, ISP, LEX, RDM, N/A* Currently operating BWI, JAX, MKE, LGB, COS, GSP, MDT, GNV Terminated ICT, CID, SAV Building RIC Not enough information *Airport did not identify itself but answered survey questions. BOS, DAL, MEM, PSP, PWM, SYR, EUG, ILM, HSV, BTV, BIL, CHA, PSC, SBN, RAP End of Block: Demographics Start of Block: Operating a program Q3.1 Approximately when did your airport loyalty program begin operations? Survey Item Options Corresponding Airports 2006-2010 MDT 2011-2015 JAX, COS, GNV 2016-2020 BWI, MKE 2021 or later GSP I am not sure. LGB Q2.4 Note: When we mention an “airport loyalty program” (or simply a “loyalty program”) in the rest of this survey, we are referring to a loyalty program operated by an individual airport rather than a multi-airport program. - All acknowledge.

74 State of Airport Loyalty Programs Q3.2 As of 2022, how many members does your airport loyalty program have in total? Survey Item Options 5,000 or less COS, GNV 5,001 – 10,000 JAX, BWI, MKE, MDT 10,001 – 50,000 GSP I am not sure LGB Q3.3 In 2021, how many NEW members did your loyalty program acquire? Survey Item Options 500 or less BWI, GSP, MKE, MDT, GNV 501 – 1,000 JAX I am not sure. LGB, COS Corresponding Airports Corresponding Airports

Survey Responses 75   Q3.4 How many members of your loyalty program are ACTIVE? (Criterion: An active member is defined as someone who has at least one transaction with the program in the last 12 months.) Survey Item Options Corresponding Airports 5,000 or less BWI, COS, MKE, MDT, GNV 5,001 – 10,000 JAX 10,001 – 50,000 GSP I am not sure. LGB

76 State of Airport Loyalty Programs Q3.5 Does your airport loyalty program charge a joining fee or membership fee for NEW members? Survey Item Options Free to enroll JAX, BWI, LGB, GSP, MKE, MDT, GNV Charge new members COS Q3.6 Does your airport loyalty program charge annual membership fees for EXISTING members? Survey Item Options Free for members JAX, BWI, LGB, GSP, MKE, MDT, GNV Annual membership fee COS Q3.7 How do members sign up for your airport loyalty program? (Choose ALL that apply) Survey Item Options Sign up online JAX, BWI, LGB, COS, MKE, MDT, GNV Sign up at off-site locations JAX Sign up when booking parking online GSP Corresponding Airports Corresponding Airports Corresponding Airports

Survey Responses 77   Q3.8 How does your airport loyalty program identify membership information when members transact with your airport or your business partners? (Choose ALL that apply) Survey Item Options QR codes BWI, GSP Barcodes MKE, MDT Chip cards COS QR codes for parking GSP Unique ID MDT Contactless smart cards/tags JAX Email or paper slips GNV I am not sure. LGB Q3.9 Does your loyalty program have a rewards system that allows members to earn, collect, and redeem points for awards? Survey Item Options Corresponding Airports Corresponding Airports Yes JAX, BWI, LGB, GSP, MKE, MDT, GNV No COS

78 State of Airport Loyalty Programs Q3.10 How does your loyalty program measure members’ activities? (Choose all that apply.) Survey Item Options Using the dollar values of transactions to measure members’ activities JAX, BWI, GSP, MKE Using the number of transactions to measure members’ activities COS, GNV Other methods MDT I am not sure. LGB Q3.11 How can members of your airport loyalty program manage their accounts? (Choose all that apply.) Survey Item Options Corresponding Airports Corresponding Airports Web browsers JAX, BWI, LGB, GSP, COS, MKE Emailing customer services JAX, COS, MKE, MDT, GNV Calling customer services JAX, BWI, COS, MKE Smartphone applications BWI, COS, MKE Visiting office MDT We are in the process of moving the management online MDT There is a place in the SIDA with paper slips they can fill out with their flight info and member number. GNV

Survey Responses 79   Q3.12 Does your loyalty program have any tiers or levels of membership? Survey Item Options Corresponding Airports No. Our program does NOT further differentiate members. All members have the same access to all program benefits. JAX, BWI, LGB, GSP, MKE, MDT, GNV Yes. Our program offers multiple tiers/levels of membership based on members’ activities or fees paid. COS Q3.13 Does your airport loyalty program have any external business partners in the community? (Any businesses other than airport vendors/concessions) Survey Item Options Corresponding Airports No. Our program does NOT have any business partners. JAX, GSP, COS, MKE, MDT, GNV I am not sure. BWI, LGB Display This Question: If Does your airport loyalty program has any business partners (any businesses other than the airport... = Yes. Our program has business partners from which our members can earn rewards. Q3.14 How does your airport identify and grow business partners? - No Response

80 State of Airport Loyalty Programs Q3.15 Which of the following areas can members of your program EARN rewards from? (Choose ALL that apply) Survey Item Options Corresponding Airports Car parking JAX, BWI, LGB, GSP, COS, MKE Concessions/Retail JAX, BWI, LGB, COS, MDT Flights departing from or arriving at the airport LGB, GNV Paid Wi-Fi BWI Car rental LGB Airport lounge COS Other services MDT Q3.16 For which of the following can members of your program REDEEM rewards? (Choose ALL that apply)

Survey Responses 81   Survey Item Options Corresponding Airports Parking voucher/coupon/credit/discount JAX, BWI, GSP, COS, MKE Concessions/retail credit/discount JAX, BWI, LGB, COS, MDT General merchandise gi cards BWI, LGB Access to airport amenities BWI, COS Drawings for event tickets, hotel points, restaurants, and a ractions GNV Priority security check or boarding MDT Airport lounges access COS Wi-Fi access COS Q3.17 Was your airport loyalty program developed in-house or through collaborations with external partners? Survey Item Options Corresponding Airports Our program was developed in-house by our own team. JAX, BWI, LGB, GSP, COS, MDT, GNV Our program was developed by an external partner. MKE Display This Question: If Our program was developed by an external partner. Q3.18 Why does your airport choose to work with external companies to develop the loyalty program? (Choose ALL that apply) Survey Item Options Corresponding Airport We do not have the expertise to build the program in-house. MKE Q3.19 Is your airport loyalty program operated by the airport or by a third-party administrator?

82 State of Airport Loyalty Programs Survey Item Options Our airport loyalty program is operated by the airport. BWI, GSP, COS, MDT, GNV Our airport loyalty program is operated by a third-party administrator. JAX (R solutions) MKE (InterFlight Parking and NetPark) I am not sure. LGB Q3.20 How does your airport loyalty program manage members’ data and activities? (Choose all that apply.) Survey Item Options Our program uses a database. JAX (TIBA – Johnson Controls (JCI)) MKE (NetPark) Our program uses spreadsheets. GNV Our program uses a dedicated Customer Relationship Management (CRM) system. MDT Our program uses a dedicated Customer Data Platform (CDP). GSP Our program uses other approaches. COS (Symmetry Security Program) I am not sure. BWI, LGB Q3.21 How does your airport loyalty program reconcile members’ activities with external business partners? (Choose ALL that apply) Survey Item Options Corresponding Airports Corresponding Airports Corresponding Airports Our program does NOT currently have any external business partners in the community. JAX, GSP, COS, MDT, GNV Our program provides application programming interface (API) for business partners to transfer data. BWI, MKE I am not sure. LGB

Survey Responses 83   Q3.22 Which of the following benefits can be associated with your airport loyalty program? (Choose all that apply) Survey Item Options Our program enables us to know more about our customers. BWI, LGB, GSP, MKE, MDT Our program has made our customers loyal to us. JAX, LGB, MKE, GNV Our program enables us to talk to our customers directly. LGB, GSP, MKE, MDT Our program has enhanced the branding of our airport. JAX, GSP, GNV Our program has increased members’ average spending at airports. LGB I don’t have enough information to answer this question. COS Q3.23 Which of the following challenges can be associated with your airport loyalty program? (Choose ALL that apply) Survey Item Options Corresponding Airports Corresponding Airports Our membership base is weak. MKE Other GNV (COVID-19 put such a dent in business travel; also, our Road Warrior Lounge is on the non-SIDA side of the airport) I don’t have enough information to answer this question. JAX, MDT, BWI, LGB, GSP, COS

84 State of Airport Loyalty Programs Q3.24 Is there anything else about your airport loyalty program that you want to share with us? Corresponding Airport Comments GNV The Ultimate Road Warrior Program is easy to join, free, and has nice perks. However, as we discussed, it needs a makeover with more participants and more oomph to it, especially post-COVID. End of Block: Operating a program

Survey Responses 85   Start of Block: Building a program Q4.1 When did your airport start building the loyalty program? Q4.2 According to the current plan, when will your airport loyalty program begin operations? Q4.3 Is there anything about your airport loyalty program that you want to share with us? Airport Comments RIC The under-construction airport loyalty program is focused on incentivizing the use of airport-owned parking facilities. End of Block: Building a program Corresponding

86 State of Airport Loyalty Programs Start of Block: Considered but decided not to pursue Q5.1 When was the last time your airport considered the loyalty program? Survey Item Options Corresponding Airports 2011-2015 TPA, N/A 2016-2019 ISP, DEN, MSY, LEX, AVL, SJC 2020 or later DCA, PHX I am not sure about the year RDU, FLL, SFO, RDM Q5.2 What were the reasons your airport eventually dropped the idea of developing an airport loyalty program? (Choose ALL that apply) Survey Item Options Corresponding Airports The cost is too high. ISP, DEN, TPA, LEX, SFO, AVL, RDM Not identify clear benefits TPA, SFO, AVL No senior management support AVL, RDM I don’t have enough information to answer this question. RDU, MSY, PHX Others SJC, N/A, DEN, DCA, FLL

Survey Responses 87   Others: Corresponding Airport Comments SJC It never rose to the top of our priority list with already overwhelmed staffing pre-pandemic, then the Pandemic came, and we just dropped it. Could resume in the future. N/A* Our “Thanks Again” program did not gain adequate traffic from our region. DEN We have challenges without having a central point of sale system. DCA We did not have time. FLL Still being considered. *Airport did not identify itself but answered survey questions. Q5.3 Is there anything else about airport loyalty programs that you want to share with us? Corresponding Airport Comments SJC I’m personally skeptical of the benefit. Plenty of data exists showing that travelers are overwhelmingly driven by a combination of price, schedule, and airline loyalty (to various degrees). Loyalty programs may make a difference in highly competitive markets where often “all else is equal.” Airports are rarely in that position – in nearly all cases, the circumstances for one airport (location relative to the traveler’s needs, flight schedules, airline presence, airline pricing, nonstop route network, etc.) vary from others near it enough that airports truly have to “compete” based on finding the functional niche they serve and targeting those customers in that niche. N/A* Really interested in a loyalty program. We looked at an App for our airport, but research from other airports was discouraging. Looking forward to reading this ACRP when completed. PHX PHX Sky Harbor Intl. Airport Parking Contractor (Ace Parking) operates a Parking Loyalty Program. PHX Sky Harbor Discount Parking Loyalty Program details are available for review at the web address. Registration and Eligibility the PHX Sky Harbor Discount Parking Loyalty Program (“Membership”) is open to anyone who creates a customer account. Communications about the program, including changes, primarily will be electronic by email. By joining the program, by using this program, you agree to the Rules of the program. Your membership is nontransferable and is subject to present and future program rules. Your membership is valid only at PHX Sky Harbor Discount Parking. Membership begins when you activate your account at PHX Sky Harbor Discount Parking. TPA At the time there was no funding source. *Airport did not identify itself but answered survey questions.

88 State of Airport Loyalty Programs Start of Block: Terminated loyalty program Q6.1 Approximately when did your previous loyalty program start? Survey Item Options Corresponding Airports 2011-2015 ICT, CID, SAV Q6.2 Approximately how many years was your loyalty program operational? Survey Item Options Corresponding Airports Less than 1 year SAV 4-6 years ICT 7 years or longer CID Q6.3 What were the reasons your airport terminated the airport loyalty program? (Choose ALL that apply) Survey Item Options We did not see a clear benefit. ICT, CID, SAV The cost of operations was too high. ICT Our membership base was not strong enough. SAV Corresponding Airports

Survey Responses 89   Q6.4 Is there anything else about your airport loyalty program that you want to share with us? Corresponding Airport Comments SAV It wasn’t very widely supported then from the participant’s side. End of Block: Terminated loyalty program