This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Today we review learnings from Skywards and how Emirates' loyalty team increased its focus on personalisation, partnerships, and new propositions to create even more compelling experiences for customers throughout the COVID pandemic.

In this episode, I summarise what Dr Nejib Ben Khedher shared in his October 2021 interview with us, and how Skywards focuses on key loyalty drivers, going back to basics to support the airline as it recovered from the effects of the pandemic.

We also discuss Skywards+, the latest addition to the Skywards proposition, as well as the gamification approach that was proving increasingly popular, allowing members to compete to claim tickets for unique Skywards Experiences through Emirates-sponsored events

Show Notes:

1) Nejib Ben-Khedher

2) Emirates Skywards

3) Skywards Plus

4) LTL Episode 155: Emirates Skywards - Driving Success Through Personalisation, Partners & New Propositions