The Automobile Association (AA) of South Africa has long been recognised as a trusted provider of roadside assistance and travel-related services. With a proud legacy of ensuring motorists’ safety and convenience, the AA sought innovative ways to enhance its membership offering, improve retention, and attract new members.
Given the AA’s strong heritage in hospitality grading and travel recommendations, it was a natural progression to expand its value proposition beyond vehicle-related services. The objective was to offer members tangible lifestyle benefits that would enhance their day-to-day lives, particularly in dining and leisure experiences.
To achieve this, Discounted Lifestyle, a subsidiary of VAS Holdings, was brought on board to develop an exclusive member-only dining rewards programme.
Discounted Lifestyle partnered with two major industry organisations:
Franchise Association of South Africa (FASA)
Restaurant Association of South Africa (RASA)
These partnerships enabled the successful launch of AA Restaurants, a programme that provided exclusive dining discounts at a vast network of independent and franchise restaurants nationwide.
National Network of Restaurants – A wide selection of participating eateries across all major provinces, catering to different tastes and preferences.
Exclusive Member Discounts – AA members enjoyed substantial savings on dining, enhancing the overall value of their membership.
Seamless Integration – The programme was incorporated into the existing AA rewards ecosystem, making it easy for members to access and redeem offers.
Alignment with AA's Brand Legacy – The initiative reinforced the AA’s reputation as a trusted authority in hospitality and travel.
User-Friendly Digital Portal – Members could conveniently search for participating restaurants, view discounts, and access additional travel-related services.
The AA Restaurants programme was a major success, delivering significant benefits for both the AA and its members:
85% of members surveyed stated that the dining discounts enhanced the value of their AA membership.
The initiative led to a 15% increase in membership renewals, as members saw additional lifestyle perks beyond traditional roadside assistance.
AA’s historical expertise in hospitality grading was reinforced through the dining programme.
The initiative positioned the AA as more than just a breakdown assistance provider, evolving into a comprehensive lifestyle and travel brand.
Over 250+ restaurants nationwide benefited from increased foot traffic and brand exposure through the AA’s extensive member base.
Strengthened strategic relationships with FASA and RASA, reinforcing the AA’s role within the broader hospitality and travel industries.
The programme generated additional revenue streams through increased membership acquisitions and renewals.
Positioned the AA as a leader in value-added services (VAS) within the South African automotive and travel sectors.
The AA Restaurants programme, developed by Discounted Lifestyle (VAS Holdings), successfully enhanced the AA’s membership offering. By leveraging the AA’s core brand strengths—trust, hospitality expertise, and customer service—the initiative not only increased member satisfaction but also strengthened key industry partnerships.
The success of this programme sets the stage for further expansion into other value-added services, such as travel discounts, retail benefits, and entertainment offers, ensuring continued growth and relevance in an evolving market.
This case study underscores the power of strategic partnerships and innovative value-added solutions in driving customer loyalty, brand positioning, and business success.
VAS Holdings is a leading provider of value-added services (VAS), specialising in membership programmes, loyalty solutions, and customer engagement strategies. Discounted Lifestyle, a division of VAS Holdings, delivers exclusive member benefits across dining, travel, entertainment, and retail.
For more information on VAS Holdings’ bespoke value-added solutions, get in touch with us.
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