MONTREAL — Transat’s customer loyalty program, Staria, launched earlier this week, “is an important tool in the business development strategy of a company like ours,” says Garci Iñigo, VP, Marketing and Loyalty.

Travelweek Group’s Profession Voyages connected with Iñigo and Geneviève Pagé, Senior Director, Loyalty, to find out more about the program.

With Staria clients can plan their next getaway, enhance their travel experience and pool points with family and friends. Members earn points that can be redeemed for future flights or vacation packages. 

They can also participate in interactive activities to earn stars, which unlock rewards that enhance their travel experience. Members can also pool their points with loved ones to plan a future trip together.

THREE YEARS IN DEVELOPMENT 

Transat has been working on the program for nearly three years now, said Iñigo.

The timing of the launch was deliberate. Transat wanted to ensure it had the right partners in place, including Desjardins, and develop a program that was distinctive and suited to both its customers and its business needs.

The program was also designed with Transat’s specific customer base in mind.

“Our customers are primarily leisure travellers who generally fly once a year,” said Iñigo. “We wanted to make sure the program reflected their travel habits, because traditionally, rewards programs are aimed mainly at frequent flyers who travel regularly.”

WHAT DOES IT MEAN FOR TRAVEL ADVISORS?

While the benefits for travellers are clear, what about the impact on travel advisors?

“Actually, it changes very little in terms of their workload, because customers are encouraged to join the program through our own channels,” said Pagé.

“Of course, advisors can explain the program to their clients, but otherwise, it’s easy for them to add a client’s membership number to an existing booking, or even after the booking has been completed. Clients can also do it themselves through our direct channels, just as easily.”

Once clients begin accumulating benefits through their stars, advisors will be able to attach those benefits to an existing reservation, whether for a flight or a vacation package.

BUILDING CUSTOMER LOYALTY

For travel advisors who promote the advantages of Staria membership, the new program could lead to additional sales or, at the very least, strengthen customer loyalty and encourage repeat bookings with Transat.

“The program is designed to encourage repeat business, because beyond flying with us, it offers an added benefit,” said Iñigo.

“The way the program is structured, particularly with our stars, is intended to create more regular conversations with customers about their travel plans,” added Pagé.

“The program should therefore naturally lead to these kinds of discussions between advisors and their clients about how to use their stars.”

TRAINING UNDERWAY

To help travel advisors become familiar with Staria, Transat is already providing program details on its website and Air Transat’s website.

“We’ll also be hosting a webcast for travel professionals later in November,” said Pagé.

Launch-related activities will continue and expand over the coming weeks and months.

“Both consumers and travel advisors should stay tuned,” said Pagé.

In the meantime, Transat is continuing to develop new partnerships.

“We’re still in the very early stages, but we’ll soon be announcing new types of partnerships that will benefit our customers, always within the travel sector,” said Iñigo.

“A credit card is already an essential component of a modern rewards program because it allows members to earn points on everyday purchases, such as groceries or gas. But we can also consider other types of partners.”

In addition to the upcoming Desjardins Staria credit card, other products and opportunities are expected to follow in the coming months and beyond.

“The important thing to remember is that the program is centred on travel and the value travel brings to our customers,” added Pagé.

“So we can expect more partnerships related to travel, but also to everyday spending, turning daily purchases into additional travel opportunities.”

Thanks to the existing partnership between Transat and Porter Airlines, Porter passengers can already have their flights recognized under the Staria program.

“We’d like to develop this type of agreement with other partners, such as Turkish Airlines, for example,” said Iñigo.

Clients (and advisors) looking for more info on Staria can check out the Staria page on Air Transat’s site.

Lead image caption: Transat’s Garci Iñigo, VP, Marketing and Loyalty and Geneviève Pagé, Senior Director, Loyalty