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British Airways, Kingfisher and Virgin Australia win loyalty awards
Initiatives at British Airways, India’s Kingfisher Airlines and Virgin Australia were all recognised in this year’s Loyalty Innovation Awards, held during the Airline Business/Global Flight organised Loyalty 2012 event in Berlin today.
British Airways topped the poll of delegates at Loyalty 2012 to take the People’s Choice award for its personal recognition initiative. The programme was developed to respond to feedback from frequent flyers for greater personalisation of the customer experience and includes up to 50 individual campaigns using the latest technology. The airline points to a 14% increase in satisfaction among its gold members since rolling out the initiative.
British Airways' head of customer engagement, Ian Romanis, says: "We are excited to win this as it recognises both our dedication to putting the customer at the forefront of our business and our colleagues commitment across British Airways to deliver this."
Virgin Australia was recognised by the judges for its Velocity Frequent Flyer programme, aimed at supporting its push to target more business travellers. This includes a maternity leave initiative, where status can be deferred for a period, and family pooling under which points and status can be grouped among family members. Virgin Australia has doubled engagement levels and rate of member acquisition since the new initiatives launched four months ago.
The judges also picked out Indian carrier Kingfisher Airlines’ Feel the Force initiative. This created a fantasy Formula 1 contest within its King Club frequent flyer programme to tie in with last October’s inaugural Indian Grand Prix, with the twist that extra points could be earned in the contest by taking Kingfisher flights. Winners of the virtual race could win a prize trip to the Indian Grand Prix.
This marks the fourth annual Loyalty Innovation Awards, judged by an international panel of leading loyalty programme specialists.
For more on Loyalty 2012 visit loyalty-conference.com or see the #Loyalty2012 tag on Twitter.