A strong mobile loyalty program not only represents innovative multichannel commerce it also accompanies the customer throughout the whole journey and connects all vital touchpoints for an advanced customer brand experience. To satisfy the needs of a fast-paced travel industry the classical loyalty approach needs to be shaken up. Apps create an omnipresent connection between brand and customer resulting from individual and context sensitive offers at the right time and in the right place. We need to look at how we can encourage an effective relationship with the customer, provide engaging content to enable new opportunities for the customer to interact with the brand.