Savvy marketers understand the aspect of fear of missing out that drives consumers to spend more to gain that experience. Airlines are catching on to these consumer trends and are offering rewards programs that yield those unique experiences or financial savings in exchange for loyalty. Customers and loyalty members, in turn, share these unique experiences on social media sites like Instagram and Facebook. Capturing and translating likes and shares into data allows airlines to determine what perks are working well for them regarding the customer experience and customer satisfaction that would be lost otherwise. When a customer genuinely shares a positive experience via social media, the reach is vast and often unmeasurable.