FUELING 71% REPEAT BOOKINGS THROUGH TRAVEL REWARDS

How Singtel expanded a high-performing rewards program into travel experiences customers love

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Our Sectors

Telecom

Client

Singtel

Solutions

Loyalty Programs

Location

Singapore

Image of 15% OFF Expedia Hotels with Travel Credits.

Overview

Singtel is Singapore's largest mobile network operator, serving millions of customers across the country and wider region. As customer expectations continue to grow, Singtel has consistently invested in loyalty initiatives that foster ongoing engagement.

Off the back of their successful aways-on dining rewards program, Singtel returned to TLC Worldwide to introduce an always-on travel rewards initiative. The model rewarded loyal customers with curated hotel offers that reflected Singaporeans' enthusiasm for regular getaways.

Combining broad customer appeal with an enhanced rewards offering for higher-tier Red and Prestige members, the campaign strengthened Singtel's loyalty proposition while giving members compelling reasons to return and engage regularly. Within the first six months, 71% of customers who redeemed a hotel offer returned to book again.

The Challenge

Singtel wanted to strengthen customer loyalty with rewards that customers would actually use and value throughout the year. Network benefits have become an expectation rather than a differentiator – so Singtel saw an opportunity to create stronger engagement through experiences that elevate customers' lifestyles instead.

Inspired by the results from their aways-on dining rewards program, which reinforced the value of a Singtel membership, the telco’s next mission was identifying another category that would resonate with their broad customer base – while also creating additional value for premium Red and Prestige members.

Travel was a natural fit. Short regional holidays are a regular part of life for many Singaporeans, with destinations across Southeast Asia remaining popular year-round. Singtel wanted a travel rewards program that felt exciting, rewarded loyalty at multiple tiers, and encouraged repeat engagement.

Why TLC

Singtel's decision to introduce travel rewards was built on the wins of their existing partnership with TLC.

The existing always-on dining rewards program had delivered a 30% uplift in app activity alone, demonstrating TLC's ability to deliver measurable engagement outcomes and manage partner relationships at scale.

Alongside proven operational delivery, TLC had a strong travel rewards ecosystem, a deep understanding of customer behavior, and the ability to provide rewards that felt relevant and valuable.

The TLC Approach

Together, Singtel and TLC introduced travel rewards as the next phase of our partnership, giving customers access to experiences that reflected their lifestyles and interests.

TLC developed an always-on hotel rewards campaign, offering all Singtel members access to curated hotel savings, with 15% off select stays.

Red and Prestige members unlocked enhanced rewards of up to 20%, creating a clear uplift in value for higher-tier plans.

Integrated within Singtel's existing rewards system, the program made it easy for customers to discover, redeem, and return.

Offers were aligned with key travel periods, school holidays, and seasonal peaks to maximize relevance and uptake across the calendar year.

The Results

Within the first six months, 71% of customers who redeemed a hotel reward returned to make another booking, highlighting the value and appeal of the proposition. The new program also contributed to continued engagement within Singtel's larger loyalty ecosystem, building on the momentum established through the existing dining rewards program.

By aligning rewards with travel behaviors that were already important to Singaporean consumers, Singtel successfully strengthened customer engagement while reinforcing the value of its loyalty program across both standard and premium membership tiers.

71%

of hotel reward redeemers

returned to book again within the first six months 

30%

increase in app activity

achieved through the wider always-on rewards program