By Rafiq Vayani
DUBAI: For the second consecutive year, Emirates Skywards, the loyalty programme of Emirates and flydubai, was presented with the accolade for ‘Excellence in Management’ at the Loyalty Awards 2019 dinner held in Paris on 19 February 2019. The award was collected by Dr Nejib Ben Khedher, Senior Vice President, Emirates Skywards.
The awards ceremony was organised during the 15th edition of the Loyalty & Awards Conference by Global Flight, a leading independent management company focusing on customer loyalty and loyalty programmes in the travel industry.
In 2018, Emirates Skywards was recognised for its use of data science to optimise member engagement through relevant and timely offers. This year Emirates Skywards earned top honours for continuing to take personalisation to the next stage by introducing its industry-first, dynamic flight upgrade and Cash+Miles promotions for members who log in and book their flights via Emirates.com
The targeted offers which are easy to access and positioned visibly during the booking experience, are driven by over 150 parameters linked to the member’s loyalty status and flight selection. The system will be further enhanced in the coming months with the use of advanced predictive modelling and artificial intelligence as well as by making this functionality available on Emirates’ mobile channels.
“A core principle that drives the Emirates Skywards loyalty programme is to constantly enhance the value that our members can derive from their Miles by evolving our propositions. To this end, our ‘in-path’ offers available when booking on Emirates.com provide an attractive opportunity for members to realise tangible savings when using their Miles to access upgrade rewards and purchase Cash+Miles tickets. Since launch in 2018, we’ve witnessed considerable growth in engagement with members redeeming nearly 1.5 billion miles on these offers,” said Dr Nejib Ben Khedher.
Emirates Skywards currently has a global base of over 23 million members. Over the last 12 months, the programme has significantly broadened its value proposition to members by offering not only more opportunities to earn Miles but also combining them with more avenues to utilise Miles.
In addition to expanding the programme, Emirates Skywards is also enriching its content on digital channels by leveraging the Emirates app to better communicate opportunities to earn and spend Miles to members.
Last month, Emirates Skywards inaugurated its new one stop customer touchpoint in Terminal 3 at Dubai International Airport (DXB). The Emirates Skywards Centre is open to both new and existing members of the loyalty programme and will provide assistance across a wide range of services including programme enrolment, profile creation, partnership awareness and consultation on all Skywards Miles related enquiries.
