Airports court fliers with rewards programs

In case you missed this story in yesterday’s newspaper, USA TODAY’s Nancy Trejos reports on the ever-expanding incentives programs airports are offering in an effort to keep passengers from using rival facilities.

Airlines, hotels and rental car agencies have offered loyalty programs for decades as a way to retain and attract customers. but now, many airports nationwide, realizing that fliers can drive to competing airports or simply drive to their destinations, are slowly adopting the strategy. The programs are typically free and offer fliers airline miles, prizes or discounts for parking, shopping, dining, or simply flying to and from the airport.

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“Airports recognize that there is competition not only among airlines but also between airports,” says Debby McElroy, executive vice president of policy and external affairs for Airports Council International-North America, which represents the governing bodies operating commercial airports in the United States and Canada. “Loyalty programs can help an airport stand out among its competitors.”

Laura Fuller, who flies for her job at a software company, tells Trejos she has three nearby Florida airports that she can choose from for her flights.

Trejos writes “Jacksonville International and Orlando International airports offer more frequent and inexpensive flights. but only Gainesville Regional Airport has given her a Nook e-reader.”

PHOTO GALLERY: Behind the scenes at Jacksonville’s airports

The gift – one of several Fuller has received from the airport – is a result of her membership in Gainesville’s Road Warrior Club. That airport-run loyalty program awards gifts to many of its passengers, with the top prizes going to fliers who travel the most.

“It does encourage me to fly out of Gainesville,” Fuller says to Trejos.

And, of course, Gainesville isn’t alone. a number of airports — ranging from Nashville and Portland, Ore., to Lafayette, La. — all offer some sort of loyalty program for their customers.

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Airports court fliers with rewards programs