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Why customer lifetime value (CLV) is the metric that matters
We all know retention is cheaper than acquisition. But post-COVID, customer loyalty has become the difference between growth and stagnation. Lifetime value is no longer a marketing buzzword; it’s a boardroom metric.
In travel, ticketing, and hospitality, customers now expect flexibility, added value and protection from the unexpected. Businesses that deliver on this are the ones customers come back to.
That’s where Protect Group steps in: we help partners turn one-time buyers into loyal customers by embedding peace of mind at the point of purchase.
The data: What COVID taught us about customer behaviour
Our data team analysed a set of long-term partners across three periods: pre-COVID, during COVID and post-COVID. To ensure accuracy, we only included partners with consistent data reporting throughout all three periods.
When we normalised the data by the total number of transactions, a clear pattern emerged:
Conversion rates surged during COVID, when uncertainty was at its peak. Customers were far more likely to choose refundable tickets during this time, with opt-in rates jumping to 34%. As restrictions eased, this number settled to 22%, still significantly higher than the pre-COVID rate of 16%.
This tells us something important: once customers experience protection, they value it. And they come to expect it.
Refund Protect: Peace of mind that drives loyalty
Refund Protect allows customers to upgrade to a refundable booking. Whether they’re buying flights, festival tickets or hotel stays, the option to receive a refund when life gets in the way adds immediate value.
But here’s the kicker: When customers choose refundable options once, they’re more likely to do so again. Our data shows that refundable bookings are not just a one-time reassurance; they influence future behaviour. And that future behaviour drives longer-term customer value.
Businesses that offer Refund Protect don’t just see better conversion. They see better relationships.
Explore Refund Protect for more on how it works.
Protect Plus: Ancillaries that create memorable experiences
Through Protect Plus, partners can offer high-impact ancillaries like:
- Delayed Baggage Compensation
- Flight Delay Compensation
- eSIM Solutions
- Lounge Access
- Carbon Offsetting
These aren’t just bolt-ons; they’re decision-making tools for customers. Each product makes the travel or ticketing experience smoother, smarter, and more enjoyable.
The result? Better journeys, better brand perception, and higher repeat bookings. Learn more about our ancillary products.
Pulse: Turning transactions into intelligence
Our Pulse Reporting Dashboard gives partners a clear view of product performance, opt-in trends and customer behaviour over time.
Pulse helps Partners look at real-time data to:
- Optimise product placements in the booking flow
- Adjust pricing based on seasonality or region
- Identify high-performing segments and replicate success
With Pulse, Partners are no longer guessing what works. They’re using data to build smarter, more valuable customer journeys.
Protect Group: A long-term CLV Partner
We offer a platform that enhances value at every customer journey stage. From checkout to post-sale insights, our technology is designed to increase satisfaction and loyalty.
The best part? You earn additional revenue with every opt-in, while your customers gain more confidence, support, and reason to return.
Let’s grow lifetime value together
Protect Group helps brands across travel, events, hospitality, and financial services grow CLV with less friction and more impact.
Whether you want to reduce refund-related churn, offer meaningful ancillaries, or build long-term loyalty with data-backed insights, we’re here to help.
Visit protect.group to get started.
