All aboard the loyalty revolution, next stop... happier travellers!

Finally! A rail loyalty programme that gives the people what they want: instant perks on sign-up (mmm, coffee), free journeys and generous rewards further down the line. This is train travel that feels good – time and again and again. You might even call it... reliable.

Avanti’s promise.

The pandemic was not kind to our railways. While we all mastered Teams and learned to crochet, the train services collapsed – and in the years since, strikes, delays and bad press have persisted.

But despite all of this, Avanti West Coast have stuck to their guns. Avanti believe that train travel should feel good.

This is their promise.

A promise they’ve held, through thick and thin.

A promise that lives and breathes in their new, improved loyalty programme: Club Avanti.

The people’s club.

With loyalty to trains at an all-time low post-pandemic – and most operators still using Nectar or Air Miles – it was the perfect time for a shake-up.

So we built Club Avanti for train travellers, from the ground up. How? Simply by listening to what real people really wanted.

It all started with a little moment of joy – a free hot drink (yes, really) just for signing up. And then came so much more. Cheaper tickets. Free journeys. First Class access. Always-on offers.

In a world of cheap and cheerful loyalty schemes, we took the risk of being generous.

...And the people loved it. But they weren’t the only ones. So did the awards juries – and Avanti’s finance team. Hell, you would probably love Club Avanti too...

So, coffee or tea?

Results

Retention rate in the Club:

73%

Incremental revenue per person:

£215.65

Email engagement (seriously):

86%

Litres of free hot drinks:

125,000

Total members on board:

425,000

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Avanti West Coast: Club Avanti