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That’s why we’re collaborating with a long-standing corporate client to launch a first-in-market concierge proposition in Brazil: a personal assistant program. Uniquely co-designed with our members, the program promises to deliver a hyper-personalized experience. The service starts with understanding what members care about most and enjoy, and executes on these desires by offering a curated collection of luxury travel partners, exclusive experiences, and specially negotiated benefits with the world’s most coveted destinations and brands. 

‘Demand for high-end travel grew after the pandemic,’ notes Angela Alves, Ten’s Americas Director. ‘We recognized this pattern in our member base, so we proposed a unique, personalized service that is attentive to this high-income, increasingly discerning consumer segment.’ 

The personal assistant service is available 24/7 through select communication options, including a dedicated digital platform and a preferred group of Lifestyle Managers reachable anytime via WhatsApp, ensuring that there is always someone ready and on-hand to meet these members’ requests.  

Time is an invaluable asset, and our high-net-worth member base heartily agrees. With the personal assistant program, they won’t need to spend time searching for luxury accommodation, calling restaurants to make reservations, or waiting in online ticketing queues. Instead, they’ll simply enjoy their vacations and indulge in the program’s member-only benefits, including special treatment at 5-star hotels, such as early check-in or late check-out, unlimited access to VIP lounges, and discounts on private jets and certified executive helicopters.  

And the upgrades don’t end with travel — our dedicated team also secures priority bookings at Michelin-starred restaurants and exclusive access to top cultural events around the world. 

In addition to arranging these luxury travel, dining, and leisure experiences, the program will also provide personalized support for everyday tasks, such as purchasing an anniversary gift from Tiffany’s or booking a last-minute, post-work massage. 

At Ten, we continuously strive to innovate our service offerings and improve our members’ concierge experience. From launching digital-first engagement solutions to forging consistently impressive supplier relationships, members remain at the heart of all we do. By partnering with our corporate client, Ten are able to get to know each member on a more intimate and personal basis, ensuring that the member gets the most of the concierge service, one request at a time. 

For more information on Ten Lifestyle group and its innovation, please visit our news page.

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In 2022, however, we decided to let our content out into the world – Australia to be specific. This content has the aim of telling a broader audience the story of Ten’s unique service. What’s more, it’s a service that many Australians might already have access to through our client Westpac, one of Australia’s Big Four banks.  

Enter Pindrop Adventures, a lifestyle and travel blog dedicated to helping Australians find the top things to do near them, the finest places to eat and drink locally and abroad, and the premier destinations to travel to across the continent and beyond. Our travel features are informed by our members’ behaviours as well as our on-the-ground experts in Sydney.  

The Pindrop Adventures writers know Australia well and have in-depth insider knowledge of the culinary scene and local experiences. We’ve optimised our highly curated travel blog content for SEO and gearing it to a local audience’s search behaviours. This will entice more would-be members to activate their service and turn nonmembers into leads for Westpac. 

Through our Westpac partnership, many Australians have eligible cards that offer them complimentary access to this service and they might not even know it. And for Australians who don’t bank with Westpac or one of its affiliates – St.George Bank, Bank of Melbourne, or BankSA (formerly The Bank of South Australia) – they can sign up for an eligible card to receive this service as part of their benefits.  

This travel blog is all part of an effort to provide a new generation of Australians with better ways to travel and perks they wouldn’t otherwise have or enjoy: room upgrades, spa credit, complimentary nights on their hotel stays, even everyday shopping, and restaurant benefits.  

Pindrop Adventures first launched to the world in late 2022, and we’ve already attracted an audience of organic searches. We’ll continue building backlinks and optimising our site and its content to track conversions and organic traffic as we grow our authority in this exciting initiative.  

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Today, we are thrilled to announce our latest project driven towards that mission. We have collaborated with one of our strategic clients to provide Ten’s first in-person concierge in Latin America at the client’s new VIP lounge in Terminal 3 of GRU Airport in Guarulhos, Brazil.  

Ten’s concierge service and lifestyle managers are available at The Lounge from 6:00am to 10:00pm to assist members with any travel-related queries or requests they may have, including last-minute travel details, future holiday plans and personalized travel recommendations. Trained tourism experts and customer experience savants, our team are on-hand to ensure our members’ experience at the airport and at their final destination is exceptional. 

The Lounge’s 500m² space offers resting places and even showers where guests can relax and refresh in between journeys, so they’re ready to step off the plane and head straight to a luxurious restaurant reservation at their final destination.  

It also features super-sized interactive touchscreens for guests to engage with a variety of exclusive specially curated content by Ten. The content covers the top holiday destinations for Brazilians and the concierge’s recommendations on the best restaurants, entertainment options and cultural events — from tips on what to order at Hawksmoor in New York City to the best collections to see at Musée D’Orsay in Paris.  

Additionally, lounge guests have access to Ten’s entire Content Suite, including its DINE, WINE, and EXPLORE magazine archives, all available in English, Portuguese, and Spanish. For a sneak peek of the touchscreen content, click here to read EXPLORE 8. 

“The aim of the partnership is not only to present the extensive array of concierge services available to our corporate client’s valued customers,” says Angela Alves, Ten’s Latin America Director, “it is also to offer a more intimate, personalized and rich customer service experience to our members at The Lounge.”  

By partnering with our client to bring this project to life, Ten continue to expand its influence and offerings, so more people can experience the benefits of living their lives and organizing their travels with concierge. 

…

PT: Em parceria com nosso cliente, a Ten lançará o Concierge Presencial em uma Sala VIP no GRU Airport, em Guarulhos 

Na Ten, é nossa missão oferecer um serviço confiável e pioneiro aos nossos clientes – para atendê-los onde eles estão, antecipar todas as suas necessidades e superar suas expectativas. 

Hoje, temos o prazer de anunciar nosso mais recente projeto direcionado a essa missão. Colaboramos com um de nossos clientes estratégicos para fornecer o primeiro concierge presencial da Ten na América Latina em sua nova sala VIP, localizada no Terminal 3 do GRU Airport, em Guarulhos, Brasil. 

O serviço de concierge da Ten estará disponível no lounge das 6h às 22h para ajudar os clientes com quaisquer dúvidas ou solicitações relacionadas a viagens, incluindo detalhes de última hora para sua viagem, planos futuros de férias e recomendações personalizadas de viagem. Especialistas em turismo e estilo de vida, nossa equipe está à disposição para garantir que a experiência de nossos clientes no aeroporto e em seu destino final seja excepcional. 

O espaço de 500m² do Lounge oferece áreas de descanso e até chuveiros onde os clientes podem relaxar e se refrescar entre as viagens, para que estejam prontos para sair do avião e seguir direto para uma reserva de restaurante feita pelo concierge em seu destino final. 

Ele também possui telas interativas touchscreen para que os visitantes se envolvam com uma variedade de conteúdo exclusivo com curadoria especial da Ten. O conteúdo abrange os principais destinos de férias para brasileiros e as recomendações do concierge sobre os melhores restaurantes, opções de entretenimento e eventos culturais — desde dicas sobre o que pedir no Hawksmoor em Nova York, até as melhores coleções para ver durante sua visita no Musée D’Orsay em Paris. 

Além disso, os clientes do lounge têm acesso a todo o portfólio de conteúdo da Ten, incluindo os arquivos das revistas DINE, WINE e EXPLORE, disponíveis em inglês, português e espanhol. Acesse uma prévia do conteúdo disponível para nossos clientes, clique aqui para ler a EXPLORE 8 (em inglês). 

“O objetivo da parceria não é apenas apresentar a ampla gama de serviços de concierge disponíveis para os valiosos clientes de nossos clientes corporativos”, diz Angela Alves, Diretora da Ten para América Latina, “é também oferecer um atendimento mais íntimo, personalizado e rico de experiências aos nossos membros no Lounge VIP.” 

Ao fazer parceria com nosso cliente para dar vida a este projeto, a Ten continua a expandir sua influência e produtos, para que mais pessoas possam experimentar os benefícios de viver suas vidas e organizar suas viagens com concierge. 

…

SP: En asociación con nuestro cliente, Ten tendrá servicio de concierge en persona en una sala VIP en el GRU Airport

En Ten, nuestra misión es ofrecer un servicio de confianza y pionero a nuestros clientes: ir a su encuentro donde sea que estén, anticiparnos a todas sus necesidades y superar sus expectativas con creces.  

Hoy, estamos encantados de anunciar nuestro último proyecto impulsado hacia esa misión. Hemos colaborado con uno de nuestros clientes estratégicos  para proporcionar el primer servicio de concierge en persona de Ten en América Latina en la nueva sala VIP del cliente en la Terminal 3 del GRU Airport en Guarulhos, Brasil.  

El servicio de concierge y los lifestyle managers de Ten están disponibles en The Lounge de 6:00 a.m. a 10:00 p.m. para ayudar a los miembros con cualquier consulta  o solicitud relacionada con viajes  que puedan tener, incluidos detalles de viaje de última hora, planes de vacaciones futuras y recomendaciones de viaje personalizadas. Expertos en turismo capacitados y especialistas en experiencia del cliente, nuestro equipo está disponible para garantizar que la experiencia de nuestros miembros en el aeropuerto y en su destino final sea excepcional. 

El  espacio  de 500 m² del salón ofrece lugares de descanso e incluso duchas donde los huéspedes pueden relajarse y refrescarse entre viajes, para que puedan alistarse bajando del avión e ir directamente a una lujosa reserva de restaurante en su destino final.  

También cuenta con pantallas táctiles interactivas de gran tamaño para que los huéspedes interactúen con una variedad de contenido exclusivo especialmente curado por Ten.  El contenido cubre los principales destinos de vacaciones para los brasileños y las recomendaciones  del concierge sobre  los mejores restaurantes, opciones de entretenimiento y eventos culturales, desde consejos sobre qué pedir en el restaurante Hawksmoor en la ciudad de Nueva York hasta las mejores colecciones para ver en el Musée D’Orsay en París.  

Además, los huéspedes del salón tienen acceso a toda la Content Suite de Ten, incluidos sus archivos de revistas DINE, WINE y EXPLORE, todos disponibles en inglés, portugués y español. Para un adelanto del contenido  de la pantalla táctil, haga clic aquí para leer EXPLORE 8 (en inglés). 

“El objetivo de la asociación no es solo presentar la amplia gama de servicios de concierge disponibles para los valiosos clientes de nuestros clientes corporativos”, dice Angela Alves, Directora de América Latina de Ten, “sino también ofrecer una experiencia de servicio al cliente más íntima, personalizada y completa a nuestros miembros en The Lounge”. 

Al asociarse con nuestro cliente para dar vida a este proyecto, Ten continúa expandiendo su influencia y ofertas, para que más personas puedan experimentar los beneficios de vivir sus vidas y organizar sus viajes con concierge. 

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Is your loyalty program driving results for your business?

 

Brands and card issuers will launch a points-driven loyalty program with a clear purpose – to spur customer engagement and ultimately increase customer lifetime value. And it pays off: successful loyalty programs have high customer-engagement levels, typically seeing a 90% increase in purchase frequency and 60% higher spend per transaction [1].

However, not all loyalty programs have found such results easy to achieve. Senior decision-makers of these programs have shared some of the critical challenges they face:

• Firstly, customers often don’t know what they’ve earned. Whilst points are valuable within the context of the program, customers can quickly lose track of how many they have earned, or how many they need to take advantage of the rewards the program offers.  

• Secondly, customers often find reward offers to be limited in choice, or unappealing. Many programs have a fixed portfolio of rewards, either negotiated by the program owner or the supplier. This is usually due to a limited resource pool who cannot negotiate and sign partnerships on an international scale.   

• Finally, 73% of customers save points instead of spending them [2]. More than 50% of accumulated points, with an estimated worth of $50 billion, are never redeemed [3]. Unclaimed rewards can create a significant financial liability on a company’s balance sheet. To compensate, some program owners turn to implementing breakage rules such as points expiration to mitigate such liability. [2].   

 

However, by increasing breakage, you risk alienating your engaged customers who’ve been actively spending and saving points.  

 

 

 

 

So, how to reduce accrued liability of a points program whilst retaining loyalty?  

 

The answer is to encourage reward spending. When your loyal customers are engaged and spend, you’ll reap the benefits of a healthy loyalty program, lower accrued liability and lower the dependency on points expiring, or other forms of breakage.   

“Pay with Points” is a new feature on Ten Lifestyle Group’s (“Ten”) Digital Platform and service to encourage point spend. This feature allows members to pay for any concierge bookings with points.   

Simply by raising the visibility of what your customers have earned, expanding the choice of the rewards to include concierge experiences, and making the redemption journey seamless and easy, you can start improving your loyalty program today.   

Key Figures

56% of members prefer one loyalty program over another because it is easy to use

56%

And 50% because it offers relevant rewards [4]

50%

55% of C-suite executives reported their loyalty investments will continue to grow in the next two years [4] 

55%

At Ten, we provide unique bespoke customer experience (CX) solutions to engage and retain loyalty with our clients’ high net worth and affluent customers.   

Using Ten Digital Platform and this new Pay with Points feature, you’ll have the tools to offer more value than ever before and strengthen the brand connection with your customers.  

 

Benefits and impact of the Pay with Points program

 

Ten Pay with Points encourages reward spend through: 

• Visibility: high visibility of accumulated points at multiple stages of the journey*, including the payment page, reminds members about their points.   
• Choice: a wide choice of relevant rewards for the member to redeem (or purchase).  
• Convenience: the points redemption process is simple, straightforward, and easy to understand.  
• Flexibility: members have the flexibility to pay by card, points, or both*, making this a convenient payment method.   
• Promotional mechanics: our technology supports special promotional campaigns, such as double-point events, to directly increase spending on the Platform.  
  
  

Ten Pay with Points delivers business value through:  

• Boosting customer value by directly encouraging points redemption and/or spend on card via the Digital Platform (which can be configured to limit members to paying only via our clients’ approved payment methods).  
• Having high-spending, highly engaged customers who are less likely to leave points on the table – at Ten, members spend up to 30% more thanks to regular, personalized interactions. For more information, please visit this case study on the value of concierge.    
• Allowing each client to determine the value of the points to fit in with their business strategy. 
• Enabling integration with a client’s existing points-based program via a secure API between Ten and the client’s points bank/platform. 

 

For more information, download this whitepaper. If you wish to have a discussion about integrating your points program with our digital platform and service, contact us.  

 

Bibliography 

1. Customer Engagement from the Consumer’s Perspective – Rosetta Consulting 
2. Top 5 Things To Know Before Launching a Loyalty Program – The Wise Marketer 
3. Can Blockchain Help Loyalty Programs? – Bitcoin Magazine, Nasdaq 
4. Loyalty Big Picture – LoyaltyOne 

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