Beyond Airlines: Discovering Local Airport Loyalty Programs

Here's how it works: Customers sign up online for Denver Airport's new DenPerks loyalty program, linking their credit card or bank account. Then, for every dollar they spend, they earn approximately 1 cent back in reward points. Once a member's rewards reach $5, they can be redeemed for prepaid Visa cards, gift cards from a variety of companies, or Alaska Airlines Mileage Plan points. This innovative concept encourages a more rewarding and personalized airport experience for passengers.

JetBlue recently became the first airline to establish a point accrual partnership with Thanks Again, further enhancing the value for passengers. Such collaborations are set to increase over the year, hinting at the future trajectory of the industry.

Airport loyalty programs have a history, with European airports such as London Heathrow and Paris de Gaulle leading the way, and U.S. programs like ATLRewards having been in operation for a decade. In addition, smaller U.S. airports, such as Binghamton, N.Y., and Lafayette, La., run their own rewards schemes.

Not only do these programs offer an additional incentive for passengers to choose a particular airport, but they also provide insight into customer spending habits. As Denver Airport's senior vice president of concessions, Pamela Dechant explains, the spending data gathered can help inform the airport about the types of concessions it should consider adding to its portfolio.

All in all, the rise of airport loyalty programs is a trend worth watching. As a savvy traveler, don't forget to explore these options on your next trip!