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

Telecoms

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, the telco consistently invests in loyalty initiatives that foster ongoing engagement.

On the back of success with the Always-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 Red and Prestige members, the campaign strengthened Singtel's loyalty proposition while giving subscribers 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 through rewards that customers would actively use and value throughout the year. With many telcos offering the same network benefits, they have grown to become an expectation among customers. Singtel therefore recognised an opportunity to instead create stronger engagement through experiences that elevate customers' lifestyles.

Inspired by results from the Always-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 a broad customer base, while 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 enticing, rewarded loyalty at numerous tiers, and encouraged repeat engagement over time.

Why TLC

Singtel's decision to introduce travel rewards was built on the victories of its existing partnership with TLC Worldwide.

The Always-On Dining Rewards program had already demonstrated TLC's ability to deliver measurable engagement outcomes and manage partner relationships at scale. These results meant a strong foundation of trust and confidence between both organisations.

Alongside proven operational delivery, TLC brought extensive loyalty expertise, a strong travel rewards ecosystem, a deep understanding of customer behaviour, and the ability to create rewards that feel relevant and valuable.

The TLC Approach

After delivering a 30% uplift in app activity through the Always-On Dining Rewards program, TLC and Singtel identified an opportunity to build on that success. Together, they introduced travel rewards as the next phase of the partnership, giving customers access to experiences that reflected their lifestyles and interests.

TLC developed an always-on hotel rewards campaign, offering all Singtel subscribers access to curated hotel savings, with 15% off selected stays. Red and Prestige Members unlocked enhanced rewards of up to 20%, creating a clear uplift in value for higher-tier customers.

Integrated within Singtel's existing rewards system and aligned with key travel periods, the program made it easy for customers to discover, redeem, and return time after time.

Offers were aligned with key travel periods, school holidays, and seasonal peaks to maximise relevance and uptake throughout the year.

The Results

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

By aligning rewards with travel behaviours that are 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 redeemers returned

to book again within the first six months

+30%

increase in app activity

achieved through the wider always-on rewards program