Merit Travel supports a sophisticated multi-level reward structure to overcome the Airline’s limited control of the distribution network. In this multi-level environment, agents can be rewarded for promoting the Airline’s service over competition, in addition to the rewards issued toward the Airline’s customers. Such rewards can be differentiated by agent or location, supplying the Airline with a simple and effective tool for negotiating agent relationships.

Merit Travel supports all travel and travel-related services (passenger travel and freight, accommodation, ground transportation, retail sales, travel insurance and entertainment) and provides interfaces with a variety of front-end technologies, including credit reservation systems, ATMs and kiosks, call centers, mobile telephony and the Internet. It integrates transactions from any source and of any type in a unified format to award customer loyalty points, but most importantly, to formulate a holistic view of customer behavior.

Merit Travel provides the ability to define promotions at the line of business, route, transaction category, or channel level, irrespective of the source of transactions, enticing customers to use the most profitable services, through the most profitable channels.

For example, a promotion may be designed to encourage travel in particular seasons, on particular routes. Moreover, the promotion may be refined to increase rewards for early bookings through electronic channels, bearing the least administrative overhead.

Merit Travel sustains Merit Loyalty Suite's design philosophy of improving profitability through intelligent segmentation.

The ability to segment customers based on their actual behavior is one of the core ideas established by Merit Loyalty Suite’s Intelligence. Introducing Merit Travel significantly increases the options for customer segmentation by adding demographic and behavioral parameters required by the travel industry.

For example, the purpose of travel is of significant interest to airline managers, hence becoming a Merit Intelligence segmentation and promotional parameter. Other industry-specific parameters include trip duration, social status and family life-cycle stage. These parameters can be used in combination with standard ones, such as frequency and level of spending, to provide insights in customer travel behavior.