Carriers win awards for loyalty schemes

Air France KLM, Qantas and Norwegian Airlines have been recognised for loyalty programme initiatives at the Loyalty Awards, presented at the FlightGlobal/Global Flight Loyalty 2017 conference in London this week.

The Best Loyalty Partnership award was won by the Frequent Flyer Programme of Air France KLM, Flying Blue, for its partnership with Welcome City Lab in Paris that mostly incubates tourism and travel startups. Members can donate miles to these young and innovative organisations, which they can use to attend international tradeshows and conferences, which is crucial for their development.

The award for the Best Marketing Campaign was won by Qantas. It launched Qantas Assure into a highly competitive health insurance market by communicating that Qantas Assure are the only health insurer to reward customers with Qantas Frequent Flyer Points – both for their loyalty and for being active every day.

The award for Best Use Technology went again to Air France KLM. Flying Blue was one of the first brands to create an engaging bot using the new Facebook Messenger technology for the third edition of its Mr. Miles campaign.

The Award for Excellence in Management was won by Norwegian Airlines and its Norwegian Reward loyalty programme for the introduction of threshold benefits after each six flights within a year. Members have now the option to select individually those benefits, which are of most use to them what led to a strong increase in engagement of its frequent flyers with the company while empowering them by letting them chose their benefits.

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