Some New and Noteworthy Loyalty Data Points

Some fresh and relevant loyalty and marketing data points:

Delta Air Lines revenues were up to record levels in the last quarter.  For years Delta has prioritized premium customers, and its results continue to lead the industry, with premium passenger and SkyMiles revenues composing over half of Delta’s business.  SkyMiles revenue was up 8% and revenue from American Express alone was $1.9B.  This shows the value of long-term aligned and integrated business and loyalty strategies.

Separately, Marketing Week and Kantar share that only 30% of marketers view ROI as a key metric, down from 42% last year.

Contrast the two above and it’s clear why there are so few leaders and so many laggards.