Burbank's Bob Hope Airport has become the first airport in the state to adopt an airport-wide loyalty program.
The effort lets passengers who spend money on food, parking or souvenirs at the airport earn points toward airline and hotel loyalty programs.
The program, which was announced Friday, is an effort by airport officials to recover some of the passenger traffic that has been lost over the last few years.
Bob Hope Airport drew 5.9 million passengers in 2007, before the economic crisis lead to a drop in travel spending. Last year, the airport had only 4 million passengers.To use the loyalty program, passengers can register their existing credit or debit cards online at www.thanksagain.com/BUR. The program links the card to one of several airline loyalty programs or the Hilton Honors program. For every dollar spent at the airport, travelers who sign up earn one mile on their airline loyalty program or two points on the Hilton hotel program.
"We have to come up with innovative ways to give us an advantage with fliers," said airport spokesman Victor Gill.