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How to build a sustainable airline loyalty program

Sep 26, 2019

In a world full of choice overload, customers are demanding more. Coupons and discounts offer an instant fix, as after all no one is averse to saving money. But a truly sustainable loyalty program needs a unique value proposition to lock travelers in. Sustained loyalty is built over time, here is a three-step process towards achieving a long-lasting loyalty scheme for airlines:


Build Relationships

A customer-centric approach from the beginning will increase the likelihood of repeat purchase. Improve conversions and drive loyalty by serving the right content to match your travelers’ needs. Personalizing the booking experience shows your site visitors that you recognize who they are, know their preferences and listen to needs and wants. It demonstrates that you care.


Differentiate and add value

Value can be created simply by making your airline loyalty program convenient and easy to use. Display your points program end-to-end and provide a points calculation at the check-out touchpoint so site visitors can visibly see the value you are offering as a reward for their purchase.

To achieve competitive differentiation, create a stand-out brand personality that sets your loyalty program apart from other offerings out there. For example, travelers are increasingly desiring more exclusivity and VIP experiences, 68% of millennials will remain loyal to a program that offers them the most rewards1. Value-add promotions such as late checkout and complimentary breakfast will differentiate your supply, providing additional value that will enhance traveler loyalty. From our experience with our exclusive member-only deals on our H4P template, members from loyalty programs are 3 times more likely to book again.



Building loyalty requires post-purchase care to really reinforce a positive perception of your brand and subsequently drive repeat purchase. Make sure your customer service is visible and available at every step of the customer’s journey for reassurance. And more importantly, ensure that you provide an empathetic and generous helping hand when called upon. One positive experience will increase the likelihood of further bookings, so remain customer friendly.

Implementing this process will allow you to create a loyalty scheme that adds real value. For more detailed insights, download our Travel Loyalty report or check out our Rethinking Loyalty eBook.