Most travel brands confuse discounts with loyalty. If less than 40% of your revenue comes from known customers, you are renting demand, not owning it. Structural loyalty (subscriptions, cards, passes) is a useful “cage”, but customers only stay when value holds. Emotional loyalty is the safety net built through disruption handling, reliability, fair rules and real insider access. The travel brands that win will combine both: strong structures plus operational excellence, meas

Subscription models like eDreams Prime and Travelstart+ have proven that recurring fees and “member-only” deals can boost revenue and repeat bookings for OTAs. Yet this loyalty is fragile, because it depends on travellers constantly feeling they “saved more than they paid.” By contrast, OTA‑branded payment cards, powered by embedded finance, create daily, habit‑based engagement: every tap earns travel rewards, even outside the booking journey, and gives the OTA richer data an