Tribe Rewards loyalty programme joins the Trip Affiliates network

The deal enables loyalty points earned by 500,000 members in Singapore and Malaysia to be used to book stays at two million hotels

by Aidan Poole

Tribe Rewards has agreed to bring the firm’s global loyalty programme to over two million hotels on the TA Network, operated by cloud-based technology provider Trip Affiliates.

Tribe Rewards, owned by Singapore-based L’tria, will enable hotel booking using Tribe Points to its over 500,000 users across Malaysia and Singapore.

The partnership intends to increase revenue by offering personalised consumer experiences and incentives, including discounts, to loyal customers to keep them coming back.

Josef Foo, managing partner of TA Network, said: “While loyalty programmes available in the market can help companies develop long term relationships with customers and drive growth, many rely on outdated, fragmented technology.

“This tech fails to provide integrated experiences and is unable to evolve with industry trends, such as the shift from traditional point-based reward programs to exclusive experiences and products.

“Such loyalty programs end up offering little value to the business or the customer and actually lower consumer trust instead of increasing it.”

Tribe Rewards creates programmes that help businesses engage with their clients and employees, maximizing marketing efforts with multiple initiatives in the same channel.

Shaun Sha, chief communications officer of Tribe Rewards, said: “Participating companies can provide more personalised consumer experiences, evolve their loyalty programs to stay current with customer expectations and help drive business value by creating loyal, lifelong customers.

“Loyalty commerce technology allows companies to evolve their loyalty programs from a transactional to a human-centric approach, capable of creating personalised, relationship-building moments with each customer.”

Foo added: “Our integration with LT can realise synergies created to deliver meaningful experiences - LT’s powerful loyalty software working directly within a travel B2B digital ecosystem will enrich LT’s ecosystem through cross channel management, market basket analysis and data analytics.

“Customers are looking for a blended advanced loyalty management product that represents the next generation of loyalty and gives companies the freedom to create, evolve and measure a loyalty program that is capable of providing personalized and engaging offerings.”

L’tria has been providing benefits and rewards solutions that help companies attract and retain talent since 2017, according to the firm.

TA Network, which gathers Asia Pacific leading travel wholesalers, operators and destination management companies in one ecosystem, announced a partnership and integration with United Points (LT), a loyalty commerce specialist.