Travel + Loyalty as a Service: The Membership Model Consumers Actually Want

Loyalty Needs a Rethink

For years, brands have relied on points, tiers, and discounts to keep customers engaged. But let’s be honest – most of today’s loyalty programs feel dated. Points expire, tiers confuse, and discounts blend into the background.

Enter Loyalty as a Service (LaaS) –  a modern, flexible approach where brands don’t need to build loyalty platforms in-house. Instead, they plug into scalable, white-label solutions that deliver instant value.

And when travel is part of that mix, you get a membership model that consumers don’t just use – they’re willing to pay for.

What Is Loyalty as a Service?

At its core, Loyalty as a Service is an outsourced loyalty infrastructure delivered via SaaS. Instead of sinking resources into custom development, brands can:

• Launch loyalty programs faster
• Add or remove benefits modularly
• Keep customer data in-house
• Scale without heavy tech overhead

Think of it as loyalty on demand – flexible, customizable, and always evolving.

Why Travel Supercharges Loyalty as a Service

Travel isn’t just another perk. It’s the aspirational layer that turns a program from “nice to have” into “must-have.”

Here’s why:

1. Universal Appeal
    Almost everyone wants to travel, whether it’s a weekend getaway or a bucket-list adventure. Travel rewards resonate across industries.
2. High Perceived Value
    A $300 hotel discount feels more exciting than 3% off your next purchase. Travel has emotional weight that basic discounts can’t match.
3. Frequent Engagement
   Flash sales, resort weeks, and last-minute deals give members recurring reasons to log in – not just once or twice a year.
4. Aspirational Branding
    When your loyalty program connects your brand to unforgettable travel experiences, it elevates how customers perceive your business.

The Membership Model Consumers Actually Want

Today’s consumers aren’t asking for more points. They’re asking for clear, tangible value. That’s why paid memberships are thriving – Amazon Prime, Costco, and even niche subscription clubs.

By combining travel with Loyalty as a Service, brands can create memberships that deliver:

• Quarterly Travel Credits — use-it-or-lose-it perks that justify the membership fee
• Exclusive Access — resort weeks, events, or VIP experiences not found on public OTAs
• 24/7 Concierge Support — personalized assistance that makes members feel valued
• Instant ROI — members see the value after their first booking, not years later

Why Brands Can’t Build This In-House

Building a loyalty ecosystem that includes global travel is a massive undertaking:

• Complex API integrations with airlines, hotels, cruises, and tours
• Regulatory compliance across multiple markets
• 24/7 customer support infrastructure
• Ongoing inventory management and bug fixes

Even large enterprises struggle with these challenges. For most brands, the smarter move is to partner with a Loyalty as a Service provider like Custom Travel Solutions (CTS).

The CTS Advantage

With CTS, brands can launch a loyalty program powered by travel in weeks — not years.

• 3+ million travel products (hotels, flights, cruises, tours, resort weeks)
• Multi-currency and multi-language support for global audiences
• Private-label branding so the program looks and feels 100% yours
• Analytics and data ownership — insights stay in your hands
• 24/7 concierge and customer service without adding internal headcount

It’s the infrastructure you need to deliver a membership model that consumers are excited to join.

FAQs: Loyalty as a Service and Travel