Emirates loyalty programme wins special innovation award

Emirates Airline has been recognised by its industry peers with an award at the Loyalty 2011 conference in Fort Worth, Texas where it joined SAS and Intercontintal Hotels being recognised for the most innovative and dynamic loyalty programmes

Emirates was praised for its Skywards Miles Accelerator, which moves away from the traditional pattern of awarding bonus miles over a given time period to allocate bonus miles on specific flights and cabins only, closely aligned to yield management.

Emirates’ Kashmira Motiwalla, Manager, Product Development & Marketing, explained: "The Skywards Miles Accelerator is unique in its offering of a wide range of flight bonuses throughout the entire year on Emirates weaker flights, allowing customers to maximise the miles they earn."

Delegates on site voted for their favourite among the three winners. This additional distinction as Peoples’ Choice went to Emirates.