A Deep Dive Into Emirates Skywards: An Exclusive Podcast

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Airline loyalty programs around the world are recognized and respected as the pioneers of the industry, driving billions of dollars of ancillary revenue for those that truly delight their members. One of the most loved and most well-known is Emirates Skywards.

Emirates A380
The Emirates Skywards program has more than 27m members. Photo: Getty

Emirates boasts more than 27 million members in its loyalty scheme and will celebrate the 20th anniversary of the program this May. This seemed like a great time to take a deep dive into the program and to examine some of the changes that have taken place in the program during recent years.

In our featured podcast, loyalty consultant Paula Thomas of Lets Talk Loyalty chats with Dr Nejib Ben-Khedher, Divisional Senior Vice President at Emirates. Nejib has led the digital transformation of Skywards in recent years, and will be sharing some incredible insights on what’s working well for Skywards already and what to expect in the industry in the years to come.

Digitizing Skywards

In the podcast, Paula and Nejib take a look at how Skywards has evolved over the two decades it has been going. It might surprise listeners to know that the biggest audience of Skywards members are not from the UAE, and for that reason, Emirates is firmly focused on making the program attractive and valuable to those members.

With 300,000 new members being added every month from markets outside of the Middle East, the program is clearly doing something very right. Nejib explains how Emirates has introduced elements of democratization and gamification to make the Skywards a truly aspirational lifestyle loyalty scheme, and how it’s earning trust from members old and new.

With a mobile-first mentality and a firm focus on attracting millennials, Skywards is set to enter its third decade stronger than ever. Take a listen to the podcast to get all the delightful details on the inner workings of Emirates’ hugely popular Skywards program.

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Listen to the podcast here:


Please leave a comment to let us know what you think of the podcast below!

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