Orbitz Rewards offers a smattering of benefits for levels similar to Priceline. This is a serious issue and it’s why this brand and program will only appeal to a niche audience of games-players. The result is highly visible disputes between consumers, travel suppliers and Priceline and no clear pathway to resolution given Priceline’s poor customer service. However, one of the challenges is that they receive many negative reviews from infrequent travelers who get tripped up in the legalese of their offer restrictions. Unlocking these extra savings tiers and inventory is a strategic way to use their assets and build loyalty among their best users. Rental car and add on deals escalate, and Top members who have completed 5+ trips receive priority service. Savings increase up to 50% off the the highest tier, and the expanded hotel inventory from 15K up to 45K hotels. They offer four tiered loyalty program levels: Base, Blue, Gold and Diamond, for those who have completed 25 trips. Priceline VIP provides a strong recognition play, with those who book more trips getting more access to their greater savings. While they tout member’s only promotions, few if any are available. There is a persistent effort to shift customers to the app, adding an extra 1% of savings for app users. However, the magnitude of savings is meager, up to 2% on flights and up to 4% on hotels which is not compelling. Orbitz Rewards is the ultimate utility, and their loyalty program is no different. Other benefits include escalating Express Deal coupons of 5% up to 10% for every booking which can be applied to their next reservation.
Priceline VIP takes that approach to the next level, by offering the most savings and greatest hotel inventory to those members who book most frequently.
For that flexibility, they receive a very deep discount, which feeds the deal hunter mentality of their customers. Priceline VIP has carved out a unique niche by delivering deep discounts through a booking experience where the selection is "opaque" (for hotels, user only knows quality rating, features, general location, not precise hotel). This article digs into the loyalty program design aspects for each to understand why and provide insights to assist practitioners in their efforts to improve their Loyalty Program kpi’s. In the 2021 America’s Best Loyalty Programs published by Newsweek, Priceline VIP beat out the Orbitz Rewards with a score of 9.1 vs 8.5. Expedia, Orbitz, Travelocity, and VRBO), and they are battling it out for market leadership. The online travel agent (OTA) space is highly competitive, and undergoing consolidation down to two key players: Booking Holdings (e.g, Priceline, Cheapflights and OpenTable), and Expedia Group (e.g.
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