Background

In the aftermath of the COVID-19 pandemic, our client recognised the need to revamp their approach to partnership and competitor strategies within the travel and loyalty sectors – particularly in airport lounges. A particular concern was increasing disintermediation, which threatened to erode their established position.

To address these challenges, our client aimed to gain a deeper understanding of market trends and the evolving landscape, in order to enhance their strategic planning.

Approach

We conducted in-depth interviews with industry experts with a view on airport lounges. Interviewees included market leaders in banking, payments and lounge operations, as well as former staff from competitors.

Our focus was on understanding the shifting dynamics within the financial services and travel sectors, particularly in relation to partnership and competitor strategies.

This approach allowed us to develop insights into the risks of market disintermediation and the changing landscape of customer rewards and loyalty programmes, providing a comprehensive view of the challenges and opportunities our client faced.

Outcome

Our conclusions highlighted current threats to their business across channels and competitors, allowing our client to take immediate action against potential market erosion.

We also identified long-term threats to their market positioning and value proposition, supporting discussions around an evolution of their offer to help future-proof their business.