In early 2016 Emirates revamped its sixteen-year old Skywards Programme to suit the needs of modern travellers. The Skywards programme is the flagship customer loyalty framework Emirates has set up since early 2000. The Skywards programme underwent structural modernisation to incorporate the Cash+Miles policy. The new policy allows customers to book flights and/or different types of inflight and post-flight amenities by combining real money with miles accrued from the loyalty programme. Recent estimates stipulate that 5.000 Skywards miles write off $40 from the next flight itinerary. This infers that each U.S. dollar costs 125 Skywards miles.
The success of the Cash+Miles policy constituted Emirates Skywards programme the leading customer loyalty scheme for the years 2018 and 2019. In late February, the 2019 Loyalty and Awards Conference took place in Paris. Emirates and its low-cost partner flydubai were given the first prize on 15th edition of Customer Loyalty Awards. The prize entitled Excellence in Management was given to Emirates and flydubai for their superior quality Skywards programme featuring the Cash+Miles option. The ceremony was hosted by Global Flight.
In 2018, the Skywards programme was applauded for creating sustainable customer engagement through the provision of tailor-made offers to its frequent-flying customers. In 2019, the personalisation context of the programme progressed to the next level by incorporating additional Cash+Miles options in exchange for accrued miles. The revamping of Emirates Skywards programme has contributed to the redemption of approximately 1.5 billion miles by frequent flyers on flight and amenities offers. Currently, the Skywards Programme is comprised by a global customer base numbering 23 million flyers. The Skywards Programme is consisted of four tiers – Blue, Silver, Gold and Platinum – with each layer providing unique privileges. Skywards miles may also be exchanged in partner rewards, including among others reductions on flight tickets, hotel stays, recreational activities, car rental and retail services.
For its part, Global Flight is a Franco-German conglomerate excelling in the area of customer loyalty programmes. The company operatives act as independent advisors to businesses seeking to introduce or revamp their customer loyalty programmes. The company stores a 220 loyalty scheme database and provides guidance both for individual customers and companies. For individuals, Global Flight undertakes to discover the most profitable customer loyalty programme and designate ways to reach to the highest tier the soonest possible – in this case Emirates Platinum Skywards tier. Companies on the other hand are advised by Global Flight officials on designating more tailor-made loyalty schemes driving down unnecessary costs and offering more unique privileges to its customers.
Additional details about the Emirates and flydubai Skywards programme for Greek speaking customers can be found by clicking on the following website.