In a significant move to enhance customer value and broaden its loyalty ecosystem, Albertsons Companies has integrated an Expedia-powered travel booking experience into its popular “for U” loyalty program. This new offering, dubbed “for U Travel,” is accessible via the Albertsons mobile app and website, providing millions of customers with an innovative way to earn rewards beyond their regular grocery shopping.
The “for U Travel” platform is designed to offer a comprehensive travel booking experience, allowing members to find exclusive deals on flights, hotels, car rentals, and complete vacation packages. This strategic addition represents a notable expansion of the benefits available to Albertsons’ loyalty members, demonstrating a proactive approach to meeting diverse consumer needs.
One of the most appealing aspects of “for U Travel” is its generous cash back reward system. Members of the free “for U” loyalty program can earn a substantial 5% cash back on air and non-air travel bookings made through the platform. For those enrolled in the paid FreshPass loyalty program, the rewards are even more compelling, offering up to 10% cash back. This cash back can be directly applied towards grocery purchases at any Albertsons Companies’ stores, which include major retail banners such as Albertsons, Safeway, Vons, Jewel-Osco, Acme, and Shaw’s. This direct application of travel rewards to everyday grocery expenses creates a tangible and immediate benefit for customers, fostering greater loyalty and engagement.
Manjari Mehrotra, Vice President of Loyalty at Albertsons Cos., emphasized the strategic importance of this new initiative. “for U Travel extends our loyalty experience beyond the grocery store and rewards our customers for something they already do — travel,” Mehrotra stated in a recent press release. This sentiment underscores Albertsons' commitment to providing added value and convenience, recognizing that modern consumers seek integrated solutions that simplify their lives and maximize their savings across various spending categories.
From Expedia Group’s perspective, this partnership is a testament to its successful B2B strategy. Carolina Cabero Manrique, Senior Vice President of Private Label Solutions for Expedia Group, highlighted that “for U Travel” is powered by the company’s White Label Template solution. This technology enables non-travel brands to seamlessly integrate Expedia's extensive travel inventory and booking capabilities into their existing platforms. Manrique noted that this collaboration allows Expedia to tap into a significant market segment: approximately 82% of consumers who express interest in booking travel through a non-travel loyalty program. By partnering with Albertsons Cos., Expedia Group is reaching travelers directly where they conduct their regular shopping, thereby expanding its market penetration and reinforcing its position as a leading travel technology provider.
Expedia’s B2B division, which already collaborates with over 60,000 firms globally, has been a key driver of the company’s growth. Alfonso Paredes, President of Private-Label Solutions at Expedia Group, previously explained that 85% of customers actively seek to redeem or utilize their rewards and points throughout their shopping experiences. This insight validates the effectiveness of integrating travel rewards into loyalty programs, transforming loyalty points into a powerful economic leverage that benefits both the consumer and the partnering businesses.
The introduction of “for U Travel” builds upon the already impressive growth of Albertsons' loyalty program. The company reported in July that its “for U” program had expanded to include 47 million members, marking a 14% increase in the quarter ending June 14. This growth was attributed, in part, to continuous enhancements and the expanded value proposition offered by the program. The addition of an Expedia-powered travel booking service is expected to further accelerate this momentum, attracting new members and solidifying the engagement of existing ones by providing even more compelling reasons to stay loyal to the Albertsons brand.
Ultimately, the collaboration between Albertsons and Expedia represents a forward-thinking approach to loyalty programs, merging the everyday necessity of groceries with the aspirational desire for travel. This synergy offers a compelling value proposition to customers, rewarding them for their loyalty in a deeply meaningful and financially beneficial way, while simultaneously expanding the reach and relevance of both Albertsons’ loyalty program and Expedia’s travel services.
