Plaza Premium Group (PPG), the global leader in 360-degree, integrated airport hospitality services, announces that Smart Traveller, its innovative digital experience and rewards platform, has been named the Gold Winner of Best Loyalty Strategy – Travel & Hospitality at The Loyalty & Engagement Awards 2025, organised by Marketing-Interactive.
This accolade adds to Smart Traveller’s growing list of recognitions, including the Hong Kong Business Greater Bay Area Enterprise Awards 2025 for the hospitality category and the “Flyer’s Preferred Innovative Loyalty Programme of the Year” award at the 13th Flyer’s Preferred Award Ceremony 2025. These awards further affirm Smart Traveller’s position in revolutionising the travel experience through customer-centric innovation.
The campaign, “Smart Traveller – Redefining the Travel Experience,” which introduced Smart Traveller 2.0, earned Plaza Premium Group this recognition. It highlighted significant enhancements aimed at elevating the customer experience through the Smart Traveller programme. Recognising the demand for a seamless, rewarding, and digital-first solution, PPG introduced Smart Traveller 2.0 in December 2024, with a focus on Southeast Asia, a critical market for the group. Designed for connected, convenience-driven travellers, the enhanced Smart Traveller programme redefines travel by delivering personalised perks and a seamless digital experience through innovative features.
Smart Traveller 2.0 focused on three key pillars:
- Personalisation:
Smart Traveller 2.0 leverages traveller insights to deliver tailored lounge access offers, curated travel perks, and exclusive rewards, ensuring a personalised experience that adapts to individual preferences. This focus on personalisation differentiates the app from competitors and enhances user satisfaction. - Seamless Digital Experience:
The Link My Card feature allows users to connect their credit cards to instantly view lounge entitlements without the need for physical cards or manual verification. This streamlines the travel process and positions the app as a hassle-free, user-friendly solution for busy travellers. - Partnership Ecosystem and Rewards:
The app integrates a three-layered partnership approach to create a comprehensive and rewarding ecosystem. Users can earn and redeem points seamlessly across PPG-operated lounges, F&B outlets, hotels, and passenger services, as well as with in-airport partners like duty-free retailers and outside-airport brands in travel and lifestyle. This system incentivises engagement, drives loyalty, and ensures the app’s utility extends beyond the airport, making it an essential travel companion.
This comprehensive approach has driven significant results in membership growth, engagement, and retention. It sets a new benchmark for digital travel rewards platforms and reinforces PPG’s position as a pioneer in airport hospitality, driven by innovation.
Simon Huang, Managing Director of Smart Traveller, commented, “Winning is truly a proud moment for Smart Traveller. It reaffirms our commitment to better connect our members and partners, creating seamless, personalised, and rewarding travel experiences. Smart Traveller 2.0 embodies PPG’s vision to enhance the joy and convenience of travel at every touchpoint.”
The Loyalty & Engagement Awards, organised by Marketing-Interactive, honours the best loyalty marketing, engagement marketing and relationship marketing strategies and executions in South Asia, Southeast Asia and ANZ regions. The show is the first of its kind to recognise marketing initiatives as well as celebrate the best loyalty and engagement campaigns designed to attract, retain, and appreciate an organization’s biggest advocates – their customers.
PLAZA PREMIUM GROUP
Plaza Premium Group (PPG) is the global leader in integrated airport hospitality and passenger service solutions, operating the largest network of airport lounges worldwide and offering a 360-degree airport hospitality experience with 14 brands under its portfolio, operating in 150 countries across 600 international and domestic airports and serving 24 million passengers annually. With a mission to Make Travel Better, the group introduced the world’s first independent airport lounge concept in 1998. Plaza Premium Lounge, Plaza Premium First – award-winning airport lounges, Aerotel – the world’s largest airport transit hotel chain, Refreshhh by Aerotel, ALLWAYS – airport passenger services, airport dining concepts, Smart Traveller – innovative digital experience and rewards platform, and One Travel Experience Ecosystem (OneTECO), the group is at the forefront of transforming airport experiences for the better through innovative and human-led solutions. PPG’s commitment extends beyond its brands, as it also provides lounge management and hospitality solutions to leading airlines, alliances, and corporations worldwide. Plaza Premium Group has over 100 accolades, demonstrating its exceptional achievements and commitment to service excellence. Notably, the group has received the prestigious “World’s Best Independent Airport Lounge” award at the World Airline Awards by Skytrax for nine consecutive years from 2016 to 2025. With a team of over 6,000 dedicated professionals worldwide, and through a continuous pursuit of innovation and excellence, the group is experiencing exponential growth globally.
Smart Traveller is Plaza Premium Group’s global digital rewards programme designed to enhance airport experiences for travellers. It offers exclusive rewards and tailored benefits for every journey, whether departing, in transit, or arriving. The Smart Traveller app includes features such as Link My Card for easy lounge access, Flight Information Displays (FIDs) for real-time flight updates, and Smart Order for convenient food and beverage service. With Smart Traveller, travellers can access over 100 Plaza Premium Lounge and Plaza Premium First locations worldwide, offering relaxation before flights. Rewards can be earned not only through lounge visits but also from dining at selected outlets and hotel stays, allowing travellers to accumulate points redeemable for various airport services and travel experiences.
