Millemiglia does not die, Trenitalia aims for first intermodal loyalty program
In recent years we have read often, and frequently, about the combined train+airplane, a way to cut down the CO2 produced and avoid [...]
Over the years we have often, and frequently, read about the combined train+airplane, a way to cut down the CO2 produced and prevent flying on medium-short routes.
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In France this is already a reality, with internal flights reduced so much and bookable only in continuation, that is, in connection to a third destination. In Germany Deutsche Bahn has even joined as a full member of Star Alliance, the only case in the world of a railroad company being a member of an aviation alliance.
In Italy we have seen many of these activities, already today ITA, Emirates and other carriers are selling train+plane, there are also ad hoc services such as the check-in at the station, baggage delivery directly to the platform, and more.
Never had we seen a loyalty program that combined the two means of transportation, Now, however, things in Italy are starting to get interesting since Trenitalia, not only bought the Millemiglia program, and launched (I believe) the world's first intermodal loyalty program excluding Virgin, which, however, is simultaneously both an area company and a rail company.
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We talked about it with Mario Alovisi CEO of ITALIA Loyalty who heads Trenitalia's marketing great expert on travel, loyalty programs, miles and with a background ranging from American Express to Costa Cruises.
Why did you take Millemiglia?
No one forced us, on the contrary. Within the former Alitalia program, we saw a lot of professionalism and interesting know-how to grow our CartaFRECCIA program quickly And with increased value for our members.
What numbers are we talking about?
Today we count more than 10M members in our loyalty. In addition to CartaFRECCIA which is the program for travel on HS we also have a program dedicated to passengers on regional and long-distance trains. With Millemiglia we aim to grow the opportunities for our members even more.
We are an intermodal program that can meet the needs of a frequent traveler who can now accumulate/use putni to travel aboard our aircraft, but also with ITA Airways and aboard other carriers. We also have Reactivated the ability to convert points to Flying Blue.
Will Millemiglia flow into CartaFRECCIA?
At present, the programs remain two communicating but separate vessels. We have given the possibility of moving points in both directions, but we have no intention of abandoning a brand as well-known as Millemiglia, with millions of members and very high penetration in the Italian market.
Partnerships on the way? A co-branded credit card?
One step at a time. We have announced several new collaborations, and more are coming in the next few months. Having worked in Amex I know the dynamics and I know very well that they can lead to revenues and increase penetration, at the moment what I can say is that it is not in the pipeline, but never say never.
In conclusion
It can only be good to see TI focusing strongly on Loyalty, as known in Italy, it is not an easy market, but what is needed are companies to invest in programs, only then can the movement of serial accumulators of points and miles grow, and only then can companies make millions in profit from loyalty cards.
