Insider Exclusive: Implementing a Loyalty Program to Boost Sales

Insider Exclusive: Implementing a Loyalty Program to Boost Sales

By: Jim Moul

Motorcoach and tour operators have a tried-and-true way to build customer loyalty: provide a great experience, time and time again, for their clientele. Have you ever considered implementing a formal loyalty program to boost sales even further and potentially turn one-time customers into returning ones? Most business, yours included, can put a loyalty program to good use and start reaping the benefits in a very short time frame.

The Stats

When it comes to loyalty programs, the statistics tell you everything you need to know:

  • 79 percent of millennials and Generation X-ers want a strong loyalty or discount program, and 74 percent of baby boomers and 66 percent of seniors feel the same way.
  • 73 percent of consumers are more likely to say good things about businesses that offer loyalty programs.
  • 81 percent of all consumers agree that loyalty programs will make them more likely to return to a business.

Building Your Loyalty Program

Your business’ loyalty program can take a variety of forms. For the motorcoach operator, offering a benefit of some kind to a returning customer will work well. Perhaps you can offer a small discount on a third trip after a client books two; give a client a gift, such as a restaurant gift card, when a certain number of trips are reached; or offer a “book three vehicles, get the fourth free” arrangement.

Your loyalty plan will start cultivating customer loyalty in two ways. First, it simply offers your customer a great deal. Clients who feel that they’re getting a real bang for their buck are always more loyal. Secondly, loyalty programs keep your business at the top of your customers’ minds. That means, when the need for your service arises again, a customer will think of your business first.

The Benefits

Loyalty programs have been shown, across a variety of industries, to increase overall business revenue by anywhere from five to 10 percent. Plus, customers enrolled in a formal loyalty program spend between five and 20 percent more than non-members, and they purchase five to 20 percent more frequently than non-members.

Clearly, loyalty programs can boost sales and revenue in a significant way. For motorcoach and tour operators looking for an effective method to cash in on new customers and keep existing ones profitable, it may be the perfect solution.

 Jim Moul is a freelance writer based on the East Coast.

About the American Bus Association

The American Bus Association (ABA) is the trade organization of the intercity bus industry, with more than 1,000 motorcoach and tour company members in the United States and Canada. Its members operate charter, tour, regular route, airport express, special operations and contract services. Another 2,800 members are travel and tourism organizations and suppliers of bus products and services who work in partnership with the North American motorcoach industry.


Melanie Hinton, Vice President, Communications & Marketing, ABA
Office: (202) 218-7220
Email: .(JavaScript must be enabled to view this email address)