Airline Industry

Rex Airlines: Regional Excellence Through Loyalty

How an Australian regional carrier transformed customer relationships with integrated loyalty solutions

Rex Airlines Case Study
52%
Program engagement rate
29%
Revenue increase
31%
Improved retention
3.4x
ROI achieved

The Challenge

Regional Express (Rex) Airlines, one of Australia's largest regional carriers, faced unique challenges in the competitive Australian aviation market:

  • Strong competition from major carriers on key regional routes
  • Limited customer data and segmentation capabilities
  • Need to increase ancillary revenue and passenger yield
  • Low customer retention compared to larger airlines
  • Limited resources for implementing complex loyalty systems

Industry Context

The Australian regional aviation market serves critical connectivity needs for remote communities but faces challenges including high operational costs, seasonal demand fluctuations, and competition from major carriers on key routes.

76%

of routes have only one carrier

18%

average profit margin

The Solution

CustomerInspire partnered with Rex Airlines to implement a tailored loyalty solution designed specifically for regional carriers:

Rex Flyer Program

A simplified yet powerful loyalty program offering relevant benefits for frequent regional travelers, with a focus on practical rewards that matter to regional communities.

Data-Driven Personalization

Advanced customer data platform to unify passenger information and enable targeted communication based on travel patterns and preferences.

Community-Focused Benefits

Unique rewards tailored to regional communities, including partnerships with local businesses and services that resonate with regional travelers.

Implementation Timeline

Phase 1: Initial Assessment

1 month

Conducted a comprehensive analysis of Rex's customer base, routes, and existing systems

Analyzed customer data across 60+ regional routes to identify loyalty opportunities and regional-specific needs that would resonate with Rex's customer base.

Phase 2: Program Design

2 months

Created a loyalty framework optimized for regional carrier economics and customer preferences

Developed a tiered program structure with benefits specifically designed for regional travelers, including flexible redemption options and partnerships with regional businesses.

Phase 3: Technical Integration

2 months

Implemented the CustomerInspire platform with Rex's booking systems and customer touchpoints

Integrated the loyalty platform with Rex's reservation system, website, mobile app, and airport check-in systems to create a seamless customer experience.

Phase 4: Launch and Optimization

1 month

Rolled out the program with initial marketing campaigns and performance monitoring

Launched with a phased rollout strategy, starting with key routes and expanding to the full network, with continuous optimization based on real-time performance data.

Results & Business Impact

52% Engagement

Program engagement rate among enrolled customers, significantly higher than industry average

29% Revenue Growth

Increase in revenue on key routes with loyalty program members

31% Retention

Improvement in customer retention, creating stable demand on competitive routes

43% Ancillary Growth

Increase in ancillary revenue through personalized offers to loyalty members

Additional Outcomes

  • 18% increase in average ticket value
  • 3.4x return on investment in the CustomerInspire platform
  • 26% increase in mobile app usage
  • 42% higher Net Promoter Score from program members

CustomerInspire's Support

Rapid Deployment

Complete implementation in just 6 months, minimizing disruption to Rex's operations

Tailored Solution

Customized approach designed specifically for regional airline economics and customer needs

Ongoing Optimization

Continuous program refinement based on performance data and customer feedback

Key Innovations

Simplicity Drives Adoption: Streamlined program structure with clear benefits resulted in higher engagement

Local Relevance Matters: Partnerships with regional businesses created unique value for travelers

Operational Integration: Seamless integration with existing systems minimized disruption

Data-Driven Personalization: Even with limited historical data, advanced segmentation drove results

Ready to Transform Your Customer Loyalty?

Join leading brands that have increased customer retention, boosted engagement, and driven revenue growth with CustomerInspire's AI-powered loyalty solutions.

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