{"id":191302,"date":"2026-02-06T11:35:15","date_gmt":"2026-02-06T16:35:15","guid":{"rendered":"https:\/\/www.myvacaya.com\/reexaminer-la-loyaute\/"},"modified":"2026-02-06T11:52:33","modified_gmt":"2026-02-06T16:52:33","slug":"reexaminer-la-loyaute-2","status":"publish","type":"post","link":"https:\/\/www.myvacaya.com\/fr\/reexaminer-la-loyaute-2\/","title":{"rendered":"R\u00e9examiner la loyaut\u00e9"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ fullwidth=\u00a0\u00bbon\u00a0\u00bb admin_label=\u00a0\u00bbSlider\u00a0\u00bb module_id=\u00a0\u00bbslider-section-interieur\u00a0\u00bb _builder_version=\u00a0\u00bb4.17.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_enable_image=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_fullwidth_code admin_label=\u00a0\u00bbSlider Overlay\u00a0\u00bb module_class=\u00a0\u00bbinterior-page-overlay\u00a0\u00bb _builder_version=\u00a0\u00bb4.17.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_enable_image=\u00a0\u00bboff\u00a0\u00bb positioning=\u00a0\u00bbabsolute\u00a0\u00bb position_origin_a=\u00a0\u00bbtop_right\u00a0\u00bb position_origin_f=\u00a0\u00bbtop_right\u00a0\u00bb z_index=\u00a0\u00bb100″ width=\u00a0\u00bb50%\u00a0\u00bb width_tablet=\u00a0\u00bb50%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb height=\u00a0\u00bb100vh\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]

R\u00e9examiner la loyaut\u00e9<\/h1><\/div><\/div>[\/et_pb_fullwidth_code][et_pb_fullwidth_slider show_arrows=\u00a0\u00bboff\u00a0\u00bb admin_label=\u00a0\u00bbSlider Images\u00a0\u00bb module_id=\u00a0\u00bbslider-images\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_enable_image=\u00a0\u00bboff\u00a0\u00bb height=\u00a0\u00bb100vh\u00a0\u00bb auto=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb background__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb][et_pb_slide _builder_version=\u00a0\u00bb4.23.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb background_enable_color=\u00a0\u00bbon\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.myvacaya.com\/wp-content\/uploads\/2024\/09\/Loyalty-Program-Blog-Desktop-Hero.jpg\u00a0\u00bb background_enable_image=\u00a0\u00bbon\u00a0\u00bb background_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb background_image_phone=\u00a0\u00bbhttps:\/\/www.myvacaya.com\/wp-content\/uploads\/2024\/09\/Loyalty-Program-Blog-Mobile.jpg\u00a0\u00bb background_enable_image_phone=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_transition=\u00a0\u00bbon\u00a0\u00bb][\/et_pb_slide][\/et_pb_fullwidth_slider][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.17.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||0%||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.17.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||0%||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.17.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.23.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

The Hidden Costs of Loyalty Programs:
Why They Can Be Detrimental for Both Customers and Businesses<\/strong><\/p>\n

In today\u2019s competitive marketplace, businesses across various industries have adopted loyalty programs in an attempt to enhance customer retention. While these programs are often marketed to reward consumers for their purchases, they can have unintended consequences that can be detrimental to both customers and businesses alike.<\/p>\n

In this blog, we\u2019ll explore the drawbacks of loyalty programs, laying out the cold hard facts that they\u2019re far from the win-win solutions they appear to be at first glance. Examining hard-learned lessons and considering our constant guest feedback loop, we\u2019ll look at some of the moves VACAYA is making to shift the loyalty paradigm into a much more manageable sphere.<\/p>\n

The Illusion of Value for Customers<\/strong><\/p>\n

At first, loyalty programs seem to offer significant value to consumers. In most programs, points accumulate with every purchase, enticing customers to return to a brand. However, the reality is that many loyalty programs are structured in a way that makes it difficult for customers to see actual benefits. Most programs require substantial spending before meaningful rewards can be redeemed, effectively locking customers into a cycle of consumption.<\/p>\n

Loyalty program \u201cillusions\u201d also pertain to gimmicks like Alumni Discounts and Early Bird Pricing.\u00a0 As we explored in our VACAYA 301 Blog<\/a>, nothing comes for free. The dark heart of this smoke and mirrors parlor game is why you haven\u2019t really seen these same types of discounts from VACAYA. The very thought of marking up our pricing $200 to then give you a $200 discount \u201cbecause you\u2019re booking onboard\u201d or \u201cbecause you\u2019ve been with us for 10 trips\u201d is beyond icky. And although we used those same industry techniques with a few of our early trips, we\u2019ve steered completely away from them in later years. Instead, VACAYA has transparently provided you with the lowest pricing available that still allows us to meet our revenue targets to keep the engine of VACAYA running.<\/p>\n

Moreover, with some programs, customers find themselves confounded by the sheer complexity of the programs. Different tiers, point systems, and expiration dates can turn what\u2019s supposed to be a straightforward way to earn rewards into a convoluted labyrinth of rules. Many people end up frustrated, feeling that they must constantly spend more to maintain their status or to earn rewards, leading to a phenomenon known as \u201cloyalty fatigue.\u201d This fatigue can result in customers disengaging from a brand altogether, countering the primary goal of establishing loyalty.<\/p>\n

Invasive Marketing Tactics<\/strong><\/p>\n

Businesses often leverage the data collected through loyalty programs to target customers with personalized marketing strategies. While personalization can be seen as a benefit (and everyone knows VACAYA employs multiple personalization efforts), it can sometimes cross the line into invasive tactics. Customers may receive an onslaught of marketing communications that feel more like harassment than helpful nudges. The constant pressure to engage with a brand can lead to customer annoyance and a disdain for the brand itself.<\/p>\n

Furthermore, data gathered through loyalty programs can be misused, creating concerns about privacy. Customers may unknowingly sacrifice their personal information, which can be used not only for tailored marketing but also for more nefarious purposes. This erosion of trust can ultimately drive customers away, forcing businesses to rethink their approach to customer relationships. While this isn\u2019t a concern for VACAYA now<\/em>, what does the future hold if at some point we\u2019re sold (don\u2019t worry\u2026 there are no plans for that any time soon)? New owners may not be as transparent or as good-hearted in their<\/em> efforts.<\/p>\n

Economic Impact on Businesses<\/strong><\/p>\n

From a business perspective, loyalty programs can appear to be a sound investment for customer retention; however, the reality is often quite different. The costs associated with implementing and maintaining these programs can be exorbitant. Businesses must invest in technology, staff training, and marketing initiatives, which can detract from other important areas, such as product quality and customer care.<\/p>\n

Additionally, loyalty programs can dilute a brand’s value. When discounts or rewards become the primary motivation for supporting a brand, customers begin to expect lower prices or rewards as the norm. This can lead to businesses feeling compelled to lower prices further, potentially leading to eroding margins and profitability \u2013 ultimately leading to the business\u2019 demise. Instead of fostering genuine loyalty, programs can inadvertently create a transactional relationship where customers return only for the incentives, not because they truly value the brand.<\/p>\n

The financial implications of loyalty programs can also be staggering. Many companies carry substantial liabilities on their balance sheets due to the rewards points they owe their customers. For instance, Delta Airlines recently reported liabilities of nearly $4 billion related to its SkyMiles loyalty program. Similarly, Starbucks has been transparent about its loyalty program costs, acknowledging that the redemption of rewards has contributed to a debt of nearly $1 billion in unredeemed points. These substantial financial obligations can significantly diminish a company’s liquidity and overall valuation, as they represent cash that has already been promised to customers but not yet realized by the business. As companies grapple with these financial strains, they find themselves diverting funds from other essential areas such as product development (in our case trips) and customer service, further affecting long-term viability.<\/p>\n

Our community has seen a real-world example of this phenomenon with one of the granddaddies in the business, a company whose loyalty program became untenable, unmanageable, and along with other crises, ultimately led to the company being sold for peanuts and eventually put into limbo.<\/p>\n

The Risk of Neglecting Non-Members<\/strong><\/p>\n

Another significant issue with loyalty programs is that they can alienate or shut out non-members entirely, effectively creating a system that chokes growth. Customers who don\u2019t participate in a loyalty program may feel undervalued and less inclined to engage with a brand. This can be particularly damaging for businesses like VACAYA that rely on word-of-mouth marketing. Those who feel neglected may share their adverse experiences with friends and family, dissuading potential customers from ever trying VACAYA.<\/p>\n

And this<\/em> is the crossroads at which VACAYA finds itself today. We got dangerously close to mirroring the much-maligned ways others in the industry have been handling this thorny issue, and before we went down that rabbit hole, we did a full stop to completely re-examine the very concept of loyalty.<\/p>\n

LGBT+ consumers have been programmed to equate loyalty with access, when it\u2019s so much more. Of course, access is tricky because it\u2019s very difficult to control<\/em> access once a large number of people have reached status thresholds. New Vacayans are then shut out entirely from purchasing an experience. Even at our smaller scale, we\u2019ve already seen this happen with a few of our trips. V List capacity controls and the ability for anyone and everyone to join The V List ensures that won\u2019t happen.<\/p>\n

Why Doesn’t VACAYA Offer the Cruise Line’s Benefits on Charter Events?<\/strong><\/p>\n

You will<\/em> earn credit in each cruise line’s loyalty program for sailings with VACAYA. However, here’s what we discovered about the cruise line’s \u00ab\u00a0complimentary\u00a0\u00bb loyalty perks.<\/p>\n

By sheer accident, we learned that cruise lines were systematically shifting the high costs of their loyalty programs onto charterers like us. In basic terms, we were being asked to cover all expenses for their increasingly expensive loyalty benefits during our week onboard. Once we discovered this practice, our response was simple: \u201cThat ends today, or we’re out.\u201d<\/p>\n

These programs have become so costly that cruise lines actively seek ways to shift that financial burden elsewhere. Charter companies became the easy target. That’s why you still see other charter operators offering some cruise line benefits; they simply haven’t realized they’re being taken advantage of yet.<\/p>\n

The Double-Hit Problem<\/strong><\/p>\n

It’s fundamentally wrong to ask a charter company like VACAYA to subsidize others brands’ out-of-control and poorly managed loyalty programs. Yes, we wish you received free laundry and casino credits from the cruise line. But charter contracts include onboard revenue guarantees that create a double penalty: VACAYA was being asked to pay for the \u00ab\u00a0free\u00a0\u00bb benefits upfront, then we were being hit again if guest spending fell short of the targets. When spending exceeds targets, both the charterer and cruise line split the overage 50\/50, but when it falls short, VACAYA covers the entire difference.<\/p>\n

This connects directly to our broader philosophy on loyalty programs. As we’ve outlined throughout this blog, unsustainable loyalty structures ultimately hurt everyone \u2013 guests, operators, and the industry itself. Rather than perpetuate a broken system, we’ve chosen to invest those dollars directly into enhancing your onboard VACAYA experience with authentic perks that reflect our community’s values.<\/p>\n

Conclusion: Rethinking Customer Loyalty<\/strong><\/p>\n

In a world driven by social media and online reviews, negative sentiment can spread quickly, hurting a brand’s reputation. The focus on loyalty program members can lead to overlooking or underestimating the needs and preferences of the broader customer base. In the long run, that limited perspective is destined to stifle VACAYA\u2019s growth and innovation, much like it has with others out there. So, we would encourage you to really examine what we\u2019ve laid out here to have a deeper understanding of all the complexities loyalty programs present for small businesses like VACAYA (and let\u2019s face it, for the big companies, too).<\/p>\n

While loyalty programs may seem like a good strategy for customer retention, the drawbacks have merited deep and thoughtful consideration from your V Team. To create something altogether fresh and new, just as we\u2019ve done on multiple fronts since Day 1, we\u2019ve taken the lessons learned by:<\/p>\n