Delta launches loyalty scheme for corporates

August 15, 2000, 12:37

Journal: TWUK	Section:
Title:	Issue Date: 14/08/00
Author:	Page Number: 22
Copyright: Other

Business Extra

Delta launches loyalty scheme for corporates

Report by LOUISELONGMAN

DELTA has launched an on-line corporate loyalty system for small and medium-sized companies.

The system, called Business Extra, has been developed by travel e-commerce specialist Gradient Solutions. It is aimed at businesses with small numbers of frequent travellers.

The move follows the launch in May of the Qualiflyer group’s on-line corporate loyalty scheme, Company Profit, which has since seen five of the alliance’s 11 members sign up including Swissair, Sabena, LOT Polish Airlines, TAP Air Portugal and Crossair. Delta is a founder member of the alliance.

Users of Delta’s scheme must enrol on the Web site, www.business-extra.com, where they can then register their flights and be awarded points. These can be redeemed for flights, hotel stays or car hire.

The more a registered company flies with Delta, the greater the rewards it gets in return. Individual employees will also be able to earn their own miles in Delta’s frequent-flyer programme, Skymiles.

The site has been launched in five of Delta’s key markets – France, Germany, Italy, Spain and the UK and has been built on Gradient’s CyberIncentive product, a customisable Web loyalty platform.

Delta’s marketing director for Europe, Jonathan Sumner said: “We are very excited about Business Extra. The small and medium-sized companies represent strong growth for corporate travel because they are not driven by complicated travel policies.

“It’s not going to replace our frequent-flyer programme, Skymiles, this is a completely new corporate travel incentive for the business-to-business customer and we are already on target to reach our results.”

Sumner confirmed he was looking at new markets in the Benelux regions and Switzerland. Corporate customers have been notified of the new service through mailshot campaigns.