Lessons from a pilot program and turning zero-party data into meaningful journeys
Boarding pass? Check. Seat assignment? Check. Arrival and destination airports? Check and check. While airlines know about the logistics of your flight, what if they knew more about you as a traveler—if you prefer daydreaming out of a window seat, had a penchant for lesser-known destinations, or were considering finally going on that family trip next summer? It’s the difference between transactional data and zero-party data, and exactly how American Airlines is redefining personalization. Their story isn’t just about planes and passengers; it’s about the future of how every brand should think about customer relationships.
Personalization is the new loyalty program
Traditionally, loyalty was a transactional process: customers made purchases, then received points or perks based on the value or frequency of those purchases. Today, loyalty is earned through connection and relevance, and one-to-one messaging at scale that makes customers feel like your message came at just the right time. American Airlines leaned into this philosophy by building a personalization engine for a pilot program, fueled by data that their customers willingly provided.
The result was more than higher open rates or conversions. It was revenue growth and stronger brand affinity, proving that personalization done right is the loyalty program of the future.
From zero-party data to dollars
American Airlines faced a challenge that every large brand knows well: millions of customers, one-size-fits-all campaigns that weren’t landing, and rising expectations from digitally savvy travelers. Like many brands in this ultra-competitive industry, American Airlines had to work to regain customers’ trust post-COVID, which added another unique layer to the challenges they faced.
Instead of guessing what customers truly wanted, they asked. American Airlines selected a group of travelers for their pilot program, offering status upgrades and hundreds of miles for participating. Instead of using a traditional survey, American Airlines collected zero-party data through an engaging (and fun) interactive quiz. Travelers shared destination preferences and intentions—zero-party data that revealed more than any demographic profile ever could. American Airlines didn’t stop the relationship building there; they also followed up with a second destination based on customers’ answers.
With a personalization engine built to act on that trust, American Airlines transformed those insights into tailored messages that felt individual and offers that matched real travel interests. With an 84% completion rate for the destination quiz, American Airlines created campaigns for this cohort that delivered measurable revenue rather than just clicks.
For the full story, watch Erin Lomers, Sr. Manager of Marketing Communications and Owned Channels at American Airlines, explain how they brought personalization to life.
Building loyalty through listening
American Airlines’ story highlights three truths every marketer should employ:
- Trust is the foundation. Customers are willing to share data, but only if they see value in return. Make it worth their while.
- Data is only the beginning. Collecting preferences is step one. The real work, and reward, comes in turning that insight into personalized action.
- Personalization drives business outcomes. Done right, it’s not a “nice-to-have.” It’s a growth engine.
From personalization to revenue
American Airlines didn’t just make personalization a feature, they made it a strategy. And the lesson for all of us is simple: when you connect customer trust with technology, you create experiences that feel personal and outcomes that fuel growth.
The question isn’t whether you can afford to personalize. It’s whether you can afford not to.
Turn zero-party data into lasting loyalty with Marigold Grow →
