Report ‘24

Umbrella
Loyalty Programs

Share & Enhance

Umbrella loyalty programs are made up of brands that are part of the same network or share a common ground, such as travel agencies, hotel chains and airways. All parties involved share the management cost and there’s no hierarchy between them.

Share & Enhance

Umbrella loyalty programs are made up of brands that are part of the same network or share a common ground, such as travel agencies, hotel chains and airways. All parties involved share the management cost and there’s no hierarchy between them.

The Logic Behind

Umbrella Loyalty Programs

The logic behind umbrella loyalty programs.
The logic behind umbrella loyalty programs.

The Benefits of
Umbrella Loyalty Programs

Desing element for Antavo's loyalty program types' pages.
The Benefits of Umbrella Loyalty Programs.

Desing element for Antavo's loyalty program types' pages. Mutual loyalty ecosystem

An umbrella loyalty program unites the individual loyalty programs of all parties involved. As such, customers can use the points they earn at one brand to access rewards from another.

Desing element for Antavo's loyalty program types' pages. Enhanced value proposition

Companies in an umbrella loyalty program enjoy extended reach, as customers from different industries or verticals are introduced to their products, rewards and offerings.

Desing element for Antavo's loyalty program types' pages. Shared management

Running an umbrella loyalty program is rather cost-effective, as the associated costs can be split between the companies. In addition, each brand is in charge of managing their own rewards.

Desing element for Antavo's loyalty program types' pages. Multi-currency management

In an umbrella loyalty program, customers can earn multiple loyalty currencies for different actions. Each of these loyalty points can correlate with different reward types.

Desing element for Antavo's loyalty program types' pages. Seamless point exchange

If participating brands have their own loyalty point systems, the umbrella program can synergize them by allowing customers to exchange one type of point for another.

Umbrella Loyalty
Program Examples

Cross-network umbrella program

In a travel-focused umbrella program, members can collect points in separate loyalty programs for booking flights, renting cars, and staying at hotels. They are then able to transfer their airline and car rental points to their hotel point balance, for example, so they will have enough points to redeem an offer for a free extra night at the hotel.

Best fit for:

Travel Agencies, Multi-industry Networks

Umbrella Loyalty Program Examples - Cross-network umbrella program

Multi-currency umbrella program

Customers who are members of an umbrella loyalty program that unites brands from the same group could earn trip tokens for making a purchase from any of the brands. On the other hand, leaving a review or referring a friend would yield a review token. Trip tokens are worth high-value rewards, while review tokens are worth lesser-value benefits.

Best fit for:

Fashion & Cosmetic Groups, Conglomerates

Umbrella Loyalty Program Examples - Multi-currency umbrella program

Who is it for?

Desing element for Antavo's loyalty program types' pages. Desing element for Antavo's loyalty program types' pages.
Umbrella loyalty programs are for networks uniting brands from different industries.

Networks uniting brands from different industries

Umbrella loyalty programs are for companies that are part of the same group.

Companies that are part of the same group

Umbrella loyalty programs are for businesses that wish to run a joint reward system.

Businesses that wish to run a joint reward system

ebook

Budgeting Is the
Key to Successful
Partnerships

Antavo's Ebook: Budget Planning 101 for Loyalty Programs Antavo's Ebook: Budget Planning 101 for Loyalty Programs
Headshot of Zsuzsa Kecsmar, Co-founder, CMO and Head of Partnerships at Antavo
Zsuzsa Kecsmar
Chief Strategy Officer and Co-founder of Antavo
“As the Chief Strategy Officer of Antavo, I’ve seen all sorts of client budgets. Still, there’s nothing more disheartening than seeing a promising loyalty program fail to achieve its full potential. It doesn’t have to be this way. Our loyalty strategists have amassed a wealth of time-tested knowledge about budget planning to help you draft a budget and make every penny count.”
Antavo's Ebook: Budget Planning 101 for Loyalty Programs
Budget Planning 101
for Loyalty Programs

Make sure your umbrella
program has the budget to be
successful.

Download Ebook