Emirates Skywards, the loyalty programme of Emirates airline, has clinched the award for ‘Excellence in Management’ at the 10th annual Loyalty Awards 2018, organised by FlightGlobal and Global Flight and held in Bangkok.

The award recognises outstanding strategic thinking and team leadership at Emirates Skywards and is based on areas such as business transformation and setting innovative strategic direction. In the last 12 months, Emirates Skywards has been applying data-driven insights to increase member engagement. The loyalty programme has been delivering more personalised and targeted offers using predictive data modelling which has been well received by its members.

“Using data science, we were able to recognise and reward our frequent flyers with really timely and relevant offers. The offers generated 13 times the response rate as compared to standard offers and showed a sustainable change in member engagement,” said Nejib Ben Khedher, senior vice president, Emirates Skywards.

Emirates Skywards has over 20 million members worldwide, and offers its members great value, choice and flexibility. With a focus on customer satisfaction, the loyalty programme has been continuously seeking out exclusive partnerships across the hospitality, ground travel and lifestyle spaces to give members a more seamless experience while earning and redeeming miles. Emirates Skywards also has strategic partnerships with FlyDubai, Easyjet and Qantas, offering members access to one of the world’s largest networks of global travel destinations.

The awards, judged by a panel of leading loyalty management specialists, are presented every year at the loyalty event. Now in its tenth year, the Flightglobal/Global Flight Loyalty event is one of the leading travel loyalty management conference and forum.

The awards are presented to companies that can showcase how their product or initiatives create added benefits for their company and customers.