Travel Clubs Seek To Become The New Secret Weapon In Loyalty Marketing
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Diverging Reports Breakdown
Travel Clubs Seek To Become The New Secret Weapon In Loyalty Marketing
Non-travel brands are finding unexpected ways to tap into consumers’ desire to explore. Travel clubs enable brands to give their members access to premium hotels at competitive rates. The model is elegantly simple yet deeply psychological. Assurance is often overlooked in loyalty mechanics, yet Putman argues it’s the hidden driver that turns occasional users into lifelong brand advocates. Offering value to the segment you are serving becomes critical as the era of subscription fatigue matures in an era of loyalty, says Putman. The lesson from Putman is clear: value, assurance, and access are not emotional triggers that unlock loyalty perks, but rather, value and access that unlock experiences that are meaningful, memorable, and critical – critically – frictionless for consumers to take advantage of. The next generation of travel clubs will offer a pathway to delight consumers through memorable, memorable experiences that might be the ultimate competitive advantage for consumers over possessions, Putman says. For more information, visit Custom Travel Solutions.
In a recent conversation, Putman explained why travel clubs – essentially subscription-based travel programs – are emerging as a powerful loyalty strategy for banks, newspapers, credit card companies, and more. The model is elegantly simple yet deeply psychological. He said, “There are three things travelers look for with subscription programs: value, assurance, and access. People are used to subscriptions – Netflix, Amazon Subscribe & Save – but travel subscriptions are unique because people don’t travel daily. They’re looking for differentiated benefits when they do.”
TORONTO, CANADA – 2024/07/30: Interior architecture in the lobby of The Omni King Edward Hotel. … More (Photo by Roberto Machado Noa/LightRocket via Getty Images) LightRocket via Getty Images
Value Isn’t Cheap – It’s Fair
Putman is quick to clarify that value doesn’t mean cheap. It means a fair price for the quality you seek. “If you’re at a Four Seasons pool paying $800 a night, and the person next to you paid $300, you won’t feel good about that,” he said. Travel clubs enable brands to give their members access to premium hotels at competitive rates, ensuring a positive perception of value without discounting brand equity.
Assurance is the Hidden Loyalty Driver
Beyond price, assurance matters. Putman contrasted his travel club model with large online travel agencies. He explained, “Imagine being stranded at a hotel at midnight, trying to get a customer service agent. With our clubs, members get 24/7 concierge service, empowered to resolve issues on the spot.” This personal support creates a sense of security that deepens emotional loyalty. Assurance is often overlooked in loyalty mechanics, yet Putman argues it’s the hidden driver that turns occasional users into lifelong brand advocates.
Access: The Ultimate Affluent Perk
Finally, there’s access – exclusive opportunities beyond what’s available to the general public. For affluent travelers, Putman’s platforms provide everything from global airport lounge entry to concierge services that extend beyond travel. He said, “If you need a table for your anniversary at a hard-to-book restaurant, or last-minute tickets to The Masters, the concierge can handle it.” The safety net goes further: emergency medical evacuation coverage is included in premium subscriptions. Putman shared an example: “We’ve sent a private jet with a medical professional to repatriate a member from a small island in the Philippines back to the UK after a scooter accident.”
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Why Non-Travel Brands Are Joining In
Non-travel brands are integrating these travel club offerings seamlessly. For instance, The Post and Courier, a regional newspaper, offers an Advantage Travel Club to subscribers. Financial institutions use travel clubs as a loyalty perk to drive card usage. The branding is fully white-labeled – the app, website, and customer support all operate under the client’s brand, enhancing perceived authenticity and brand trust.
Putman emphasized that programs are designed to be intuitive. “The last thing a loyalty program needs is complex mechanics. We handle all backend operations, so brands simply plug in and go.”
The Broader Context: Travel Clubs in 2025
Externally, travel clubs are a growing niche within the $8 trillion global travel industry. Companies like Inspirato (luxury vacation subscriptions), eDreams Prime (OTA subscription), and Tripadvisor Plus have tested various models, but Custom Travel Solutions differentiates itself by serving non-travel brands seeking loyalty extension without building their own travel infrastructure.
Paying attention to the travel trends will matter. Offering value to the segment you are serving becomes critical as the market matures.
The Takeaway
As brands rethink loyalty in an era of subscription fatigue, travel clubs offer a pathway to delight consumers through experiences that are meaningful, memorable, and – critically – frictionless. The lesson from Putman is clear: value, assurance, and access are not perks. They’re emotional triggers that unlock loyalty beyond points and discounts.
And in a world where consumers value experiences over possessions, that might be the ultimate competitive advantage.