Leading jet card programs use their lifestyle programs to add value to memberships
Golf is popular with jet card users, and two prominent providers are using their in-house lifestyle communications to highlight partnerships and travel ideas. In the most recent posting of Arrive, the online lifestyle content section of XOJET’s website, the company provides a 72-hour itinerary at Pebble Beach while Sentient’s Atmosphere takes readers to Aspen, Boston and Nashville with suggestions that will enable customers to “channel your inner Dustin Johnson.”
Sentient has long made luxury and lifestyle partnerships a core part of its membership proposition while XOJET has been ramping up partnerships over the past year. The total value of freebies and discounts from Sentient’s partnerships totals over $125,000. When XOJET released its most recent revenue update, it dedicated a significant portion of the press release to list out a laundry list of new partners ranging from Hertz Rent-A-Car to Pinehurst and Sea Island.
From Sentient, in Aspen, it recommends the Tom Fazio-designed Maroon Creek Club, located just three miles from downtown Aspen while staying at partner Hotel Jerome in one of the new three-bedroom, residence-style suites. In addition to golf, XOJET showcases some other activities on the Monterrey Peninsula such as picturesque drives and 27 miles of horseback riding trails.
The partnerships are unlike typical frequent flyer or hotel programs were you accumulated points or miles and trade them in for free flights and stays. Instead, the partnerships provide members VIP access and recognition similar to what top customers of the partners would receive, waivers of membership fees and discounts more in line with how high-end luxury groups such as Four Seasons or Dorchester Collection recognize best guests.