It’s been nearly a year since Latin America super app Rappi kicked
off its partnership with Marriott in Mexico, enabling loyalty members of both
brands to link their accounts to earn and burn points for purchases through
either brand.

The integration has since extended to Rappi users in
Colombia, Chile, Peru, Brazil, Argentina and Uruguay, and Rappi global head of
travel, Guido Becher, said they are learning quite a bit about user behavior
and fine-tuning their messaging to personalize the offering.

“We thought at the beginning … we had a clear audience of the
Bonvoy members and the Rappi Pro users, but we identified very interesting
cohorts within. The younger generations are more into points and more price
sensitive, and the older generation or those with other interests, the perks and
other benefits were more important to them.”

As the company continues to develop its work with Marriott,
it is also developing loyalty partnerships with airlines such as LATAM and
banks in the region, to bring those users into its travel vertical and also to
generate business across Rappi’s other products and services.

“Travel is the window or the door to the rest of the
[Rappi] ecosystem, because some people feel very attracted with the travel
value proposition,” he said.

In the discussion in the PhocusWire studio at Phocuswright
Europe, Becher also discussed the company’s growth plans, how it vast repository
of customer data – many that use the app multiple times each week – is helping
it provide inspiration and personalization, and why Latin America is similar to
Asia when it comes to customer behavior. 

Watch the full discussion below.