The benefits of business travel are easily lost on those who fly with any regularity. The more you fly, the quicker your enjoyment of exclusive check-in and security lines, seat upgrades and access to airport lounges evolves from valued privilege to earned entitlement. As everyone knows, these frequent flyer perks are allocated according to the tier achieved in a their version of a Loyalty Marketing program. Over time they represent a survival kit of must-haves for Platinum flyers and beyond.

The monotony of the air travel process is numbed by routine. The ritualistic dance through security, positioning of carry-on bags in overhead bins to avoid swimming “upstream” upon arrival, and completion of immigration forms are executed with precision and without regard to multi-tasking distractions.

The fact that I paused at all while completing my US immigration form on a recent trip caused me to search for a reason. In a moment, I realized that placing a “zero” next to “Number of Family Members Traveling with You” was a screaming reminder of why I travel in the first place – to be able to take my family with me on occasion and burn off some of those hard earned FF miles to have a bit of fun.

Delta had a campaign led by the slogan “We know why you fly”. The messages printed on napkins and other mediums were varied and reinforced that there was more to the travel experience than getting hit by the drink cart on its way up the aisle.

I have two take-aways after entering “0” in the box once again:

• Customer Recognition benefits are essential to the ongoing success of a loyalty marketing program
• Consumers will always differ in their preference of rewards and their favorites will change over time

I valued the shorter check-in lines when it was a new experience but wanted more once the perk became routine. I still relish being able to book a free flight whenever I can, but know that some people prefer converting their miles to hotel rooms, cash, or gift cards. While I might be willing to accumulate miles over time, others want the immediate gratification of more easily attainable rewards.

I know why I fly – to be able to take a loved one to a far away place – and I look forward to being able to commemorate the fun by entering an integer greater than zero in the box!