Emirates leads the honours at Loyalty awards

Emirates won the popular vote at Loyalty 2011 in Fort Worth, Texas last night for its Skywards Miles Accelerator initiative. The Middle East giant was one of the three winners recognised by the awards judging panel, alongside SAS and Intercontinental Hotels Group.

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(left to right: Graham Dunn, managing editor Airline Business, Amy Ceriani-Nelson, director priority club rewards InterContinental Hotels, Thomas Bruhn, manager CRM strategies EuroBonus SAS, Kashmira Motiwalla, manager product development & marketing Emirates, Ravindra Bhagwanani, managing director, Global Flight)

With its Miles Accelerator initiative Emirates moved away from the traditional pattern of awarding bonus miles over a given time period to allocate bonus miles on specific flights and cabins only, closely aligned to yield management. More on it here.

SAS was recognised for its Time to Forecast promotion, engaging members to predict their own flight activity with the SAS Group. More on it here.

Intercontinental Hotels won the non-air category for a highly publicised campaign aiming at members of a competitor’s programme, which had previously raised many award levels and devaluated the programme value for its members as result. More on it here.

Loyalty 2011 is being held in Fort Worth as home carrier American Airlines this year celebrates the 30th anniversary of its Aadvantage scheme - the first airline frequent flyer programme.

Check out the key issues and the loyalty debate so far via Twitter #loyalty11.

More here about Loyalty 2011, organised by Airline Business and Globalflight

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