{"id":47182,"date":"2025-01-28T04:39:49","date_gmt":"2025-01-28T04:39:49","guid":{"rendered":"https:\/\/www.aeroermo.com\/home\/?p=47182"},"modified":"2025-01-28T04:41:00","modified_gmt":"2025-01-28T04:41:00","slug":"las-aerolineas-deben-alinear-las-recompensas-de-fidelidad-con-los-objetivos-de-ingresos-para-seguir-siendo-competitivas-afirma-airnguru","status":"publish","type":"post","link":"https:\/\/www.aeroermo.com\/home\/las-aerolineas-deben-alinear-las-recompensas-de-fidelidad-con-los-objetivos-de-ingresos-para-seguir-siendo-competitivas-afirma-airnguru\/","title":{"rendered":"\u201cLas aerol\u00edneas deben alinear las recompensas de fidelidad con los objetivos de ingresos para seguir siendo competitivas\u201d, afirma Airnguru"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"47182\" class=\"elementor elementor-47182\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div 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menu-item-object-page menu-item-1714\"><a href=\"https:\/\/www.aeroermo.com\/home\/eventos\/\">Eventos<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-169\"><a href=\"https:\/\/www.aeroermo.com\/home\/contacto\/\">CONTACTO<\/a><\/li>\n<li class=\"menu-item wpmenucartli wpmenucart-display-standard menu-item menu-item-type-post_type menu-item-object-page\" id=\"wpmenucartli\"><a class=\"wpmenucart-contents empty-wpmenucart\" style=\"display:none\">&nbsp;<\/a><\/li><\/ul>\t\t<\/nav>\n\t<!--<\/div>-->\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f483167 elementor-widget elementor-widget-spacer\" data-id=\"4f483167\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-21145ca8 elementor-section-boxed elementor-section-height-default elementor-section-height-default stylepress-section-color-normal\" data-id=\"21145ca8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-49b743a1\" data-id=\"49b743a1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-566f948c elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"566f948c\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;_animation_delay&quot;:300}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u201cLas aerol\u00edneas deben alinear las recompensas de fidelidad con los objetivos de ingresos para seguir siendo competitivas\u201d, afirma Airnguru<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57d500d7 elementor-invisible elementor-widget elementor-widget-image\" data-id=\"57d500d7\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;,&quot;_animation_delay&quot;:300}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/www.aeroermo.com\/home\/wp-content\/uploads\/elementor\/thumbs\/Logo-Airnguru-r0nmz0qqh6o7xzafu3cpuowdnraf92lmqe9hdex708.jpg\" title=\"Logo Airnguru\" alt=\"Logo Airnguru\" \/>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49a13e40 elementor-widget elementor-widget-text-editor\" data-id=\"49a13e40\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>Los programas de fidelizaci\u00f3n de las aerol\u00edneas est\u00e1n evolucionando r\u00e1pidamente hacia experiencias totalmente inmersivas, y con ello, las aerol\u00edneas est\u00e1n lidiando con la forma de equilibrar las recompensas para los clientes y la rentabilidad dentro de sus programas de recompensas.<\/p>\n<p><em>\u201cCon demasiada frecuencia, los programas de fidelizaci\u00f3n funcionan de forma aislada, separados de la gesti\u00f3n de ingresos\u201d<\/em>, explica Sergio Mendoza, director ejecutivo de Airnguru, especialista en gesti\u00f3n de tarifas y optimizaci\u00f3n de precios. <em>\u201cLos equipos de marketing se esfuerzan por maximizar la participaci\u00f3n, pero sin una alineaci\u00f3n con los objetivos financieros, las aerol\u00edneas corren el riesgo de una sobreasignaci\u00f3n y podr\u00edan subvalorar el inventario canjeable a trav\u00e9s de millas. Este enfoque no solo afecta a los m\u00e1rgenes, sino que tambi\u00e9n deja sobre la mesa oportunidades sin explotar para estimular la demanda\u201d<\/em>.<\/p>\n<p>Mendoza destaca la oportunidad de una mayor integraci\u00f3n entre los programas de fidelizaci\u00f3n y los procesos de gesti\u00f3n de ingresos, enfatizando el potencial de la IA para desbloquear informaci\u00f3n de los datos de los clientes. <em>\u201cLas aerol\u00edneas cuentan con una gran cantidad de informaci\u00f3n dentro de sus bases de datos de fidelizaci\u00f3n. Al alinear esto con estrategias de precios consistentes, podr\u00edan dirigir las recompensas a vuelos con bajo factor de ocupaci\u00f3n para minimizar los costos de desplazamiento e incentivar la demanda de recompensas en los grupos de vuelos de bajo rendimiento. Esto les permitir\u00eda incentivar a los viajeros a reservar viajes adicionales, en lugar de canjear sus boletos de recompensa por los vuelos que ya hab\u00edan planeado reservar. El objetivo deber\u00eda ser un proceso de toma de decisiones unificado que genere valor tanto para la aerol\u00ednea como para sus clientes\u201d<\/em>.<\/p>\n<p>Tambi\u00e9n cuestiona los supuestos de larga data que sustentan muchos programas de fidelizaci\u00f3n. <em>\u201c\u00bfC\u00f3mo determinamos el porcentaje de boletos que se deben asignar para el canje de fidelizaci\u00f3n? \u00bfCu\u00e1nto cobramos a los clientes que canjean boletos de recompensa? \u00bfEs suficiente tener una conversi\u00f3n fija de millas a efectivo? Estas preguntas pasan desapercibidas con demasiada frecuencia. Sin auditar estas pr\u00e1cticas, las aerol\u00edneas pueden perder mejoras sustanciales en los ingresos\u201d<\/em>.<\/p>\n<p>Mendoza aboga por aplicar el rigor de la gesti\u00f3n de ingresos a los programas de fidelizaci\u00f3n. <em>\u201cEn esencia, la fidelizaci\u00f3n es un enorme pasivo a largo plazo que compite con las ventas en efectivo a corto plazo por el mismo inventario. Puedes vender el asiento con millas o puedes venderlo con d\u00f3lares: la compensaci\u00f3n es el flujo de efectivo a corto plazo versus la lealtad a largo plazo. Por un lado, cada asiento canjeado con millas debe evaluarse en relaci\u00f3n con su valor en efectivo potencial, lo que requiere una buena gesti\u00f3n de los costos de desplazamiento y diluci\u00f3n asociados con la transacci\u00f3n. Por otro lado, debemos considerar los impactos a largo plazo de nuestras pol\u00edticas sobre la lealtad del cliente y la responsabilidad. \u00bfLos clientes perciben el programa de lealtad como generoso en comparaci\u00f3n con el de otras aerol\u00edneas? Este nivel de an\u00e1lisis requiere romper los silos entre departamentos\u201d<\/em>.<\/p>\n<p>Al repensar c\u00f3mo se integra la lealtad con las estrategias generales de ingresos, Mendoza cree que las aerol\u00edneas pueden lograr ganancias significativas. <em>\u201cEste es un espacio propicio para la optimizaci\u00f3n. Un enfoque m\u00e1s calculado de la lealtad no se trata solo de complacer a los viajeros frecuentes, se trata de asegurar la rentabilidad a largo plazo de toda la operaci\u00f3n\u201d<\/em>.<\/p>\n<p><strong>Prensa<\/strong> <strong>Airnguru<\/strong><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b2a9e8b elementor-widget elementor-widget-spacer\" data-id=\"3b2a9e8b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<footer class=\"elementor-section elementor-top-section elementor-element elementor-element-7467e47c elementor-section-stretched footerpagina animated-fast elementor-section-boxed 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\/>Tel\u00e9fono:<\/span><br \/>+57 601 5213937<br \/><span style=\"color: #0095d9;\">M\u00f3vil:<\/span><br \/><span class=\"selectable-text copyable-text\">+57 (322) 4548248<\/span><span class=\"selectable-text copyable-text\"> \/ USA: <\/span><span class=\"selectable-text copyable-text\">+1 305 7717007<\/span><br \/>Email: info<span style=\"color: #0095d9;\">@<\/span>AeroErmo.com<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-58e09ffb\" data-id=\"58e09ffb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53c6c9b3 elementor-widget elementor-widget-spacer\" data-id=\"53c6c9b3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f724df2 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"7f724df2\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;zoomIn&quot;,&quot;_animation_delay&quot;:200}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">men\u00fa:<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-411e9640 elementor-section-boxed elementor-section-height-default elementor-section-height-default 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elementor-element elementor-element-5f73c7f9 elementor-section-content-top elementor-hidden-tablet elementor-hidden-phone elementor-section-boxed elementor-section-height-default elementor-section-height-default stylepress-section-color-normal elementor-invisible\" data-id=\"5f73c7f9\" data-element_type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;bounceIn&quot;,&quot;animation_delay&quot;:300}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-narrow\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-7525a5a7\" data-id=\"7525a5a7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-62c35366 elementor-hidden-tablet elementor-hidden-phone elementor-invisible elementor-widget 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