Paula Thomas of Let's Talk Loyalty is joined by ⁠Dr Nejib ben Kheder⁠, Head of Emirates Skywards, who shares all their latest exciting news, including the launch of Skywards Everyday proposition, which will be fascinating to anyone considering launching a card-linked concept for your own loyalty program.

Nejib also explains how and why the value of the Skywards currency was recently adjusted, and how the program has managed to protect its most valuable members, while also reflecting the commercial needs of the airline.

Photo: Emirates

Surpassing 30 million members

Emirates' Skywards loyalty program is experiencing rapid growth, onboarding 350,000 members monthly, and recently surpassing 30 million members. With a global reach, 90% of members reside outside the UAE, demonstrating its international scope. Notably, the UK, US, Australia, and India are significant bases for the program.

The ability to join in various convenient ways, such as at airports or onboard, has contributed to this expansion.

The program is evolving to emphasize both earning and redeeming, striking a balance between flight and non-flight activities. While 55% of miles come from flights, the remaining 45% arise from diverse partnerships, highlighting a significant shift towards lifestyle-based rewards.

An exemplification of this is the revamped "Skywards Every Day" platform, where over 200 retail partners allow members to earn miles seamlessly by linking up to five Visa or MasterCards. The platform's triple-dipping approach, combined with attractive conversion rates for miles to cash, enhances member benefits and engagement.

Redemptions focus on flights

Redemptions primarily occur for flight rewards, comprising 85% of the total. Within this category, personalization is key, with classic rewards, upgrades, and cash plus miles options being popular.

Photo: Emirates

While concerns about devaluation exist in the loyalty industry, Emirates has bucked the trend by enhancing the value proposition for members. Cash plus miles conversion rates have been increased, offering members more value for their miles, with the new rate reaching up to two cents per mile.

This compelling valuation sets Emirates' loyalty program apart, aligning well with their triple-dipping approach and making it more advantageous than many cashback credit cards.

Lifestyle rewards

The loyalty program is also expanding its lifestyle rewards, including partnerships with hotels, duty-free shops, and an upcoming retail platform. Additionally, Emirates is aligning with sustainability trends, offering carbon offset options and making investments to reduce their environmental impact.

Photo: Dubai Airports

With a focus on both airline experiences and broader lifestyle rewards, Emirates' Skywards loyalty program is well-positioned to meet the evolving expectations of its global member base while providing valuable and attractive benefits.

Find out more about how Skywards is changing in our featured podcast with Let's Talk Loyalty below: