Loyalty 2015

Pre-Conference Masterclasses: Monday 16th February 2015

12:00 Registration and refreshments

13:00 Loyalty masterclass
15:00 Afternoon refreshments

15:30 Seminar and masterclass continue

17:00 Seminar and masterclass conclude

17:00 One-to-one meetings

18:30 Drinks Reception


Day One: Tuesday 17th February 2015

08:00 Registration and refreshments

09:00 Opening remarks from the Chair

Ravindra Bhagwanani, Managing Director, Global Flight

09:10 Opening keynote: Creating loyalty through the total customer experience

  • Getting the product basics right first
  • How to best position FFPs within the overall marketing strategy
  • How to build a business case that will secure the buy-in of top management
  • Profitable strategies you can take to meet and exceed the expectations of frequent flyers
  • To what extent will an FFP enhance the customer experience

Ziya Taşkent, SVP, Marketing & Sales, Turkish Airlines

09:30 Panel discussion: airline alliances and mergers: what does the future hold?

  • What value are alliances bringing to today’s loyalty programs
  • Can non-aligned companies disturb the alliance landscape?
  • What is the impact of developing partnership models on the future shape of loyalty programmes
  • Winning forms of cooperation in other industries
       Anton Lill, Managing Director, topbonus/Air Berlin
       Richard Cawker, VP of Finances, VOILA Hotel Rewards
       Mark Davies, Director Loyalty and Marketing, Star Alliance
       Stuart Evans, Director Global Loyalty Practice, ICLP
       Moderator: Kevin O'Toole, Head of Strategy, Flightglobal

10:15 The evolution of loyalty and co-brand

  • What current challenges exist in the credit card market?
  • How are credit card companies responding to overcome these challenges?
  • What will credit card partnerships look like in 5 and 10 years from now?
       Patricio Rubalcaba, VP/SBL Global Strategy & Business Development, Travel & Entertainment Industries, MasterCard

10:40 Morning refreshments 

11:10 Enhancing the real time customer experience

  • How to effectively integrate customer data with CRM processes
  • What steps can you take to enhance the customer experience of your loyalty brand?
  • What are the operational implications of creating a real-time customer experience?
  • Best practice strategies to securing buy-in from relevant company stakeholders

Nils Lindhe, Vice President Sales and Marketing, SAS

11:40 Achieving powerful loyalty through personalisation at a small carrier

  • Creating a competitive advantage as small player through personalisation
  • Opportunities and limitation of big data usage – how can you achieve a one-to-one relationship?
  • Understanding and responding to customer expectations with a devoted team
       Hossein Hosseini, Director Marketing & Route Development, Mahan Air

12:05 Evolution or revolution? A re-definition of the partnership model

  • To what extent are existing models fit for purpose in today's challenging market conditions?
  • What would a new partnership model look like and how to overcome resistance to change in order to realise the opportunities?
  • Innovation case study:
    • Where did the challenges lie?
    • Which stakeholders were engaged during programme implementation?
    • Where were the greatest gains made?
  • Winning the battle with a superior customer proposition
  • How to manage global partnerships on a continuous basis
       Jay Hoffmann, Co-founder, Rocketmiles

12:30 Lunch

14:00 Product workshops

15:30 Afternoon refreshments

16:00 Shaping the future of Corporate travel personalisation

  • Changing landscape of corporate travel & impacts on customer loyalty
  • Improving the corporate travel experience through personalised offers and value added services
  • Increasing corporate traveller satisfaction and loyalty
       Stephan Bingemer, Manager Project Lead Corporate Sales Tool Landscape, Lufthansa
       Dominic Matthews, of Customer Experience & Loyalty, Amadeus

16:30 Loyalty - the missing link

  • Big enough problem & opportunity
  • 30K: Loyalty when it matters
  • Yes, it works: a case study
  • Getting airlines on board
  • A win-win-win

Rui Bom, Co-founder,

17:00 One-to-one meetings

18:00 Close of day

19:00 Gala Dinner & Loyalty Awards 2015

       Moderator of Awards ceremony: Kevin O'Toole, Head of Strategy, Flightglobal

       Loyalty Awards judges:

       Gabi Kool, CEO, Coalition Rewards
       Stephen Wong, CEO, Asia Miles/Cathay Pacific
       Ralph Piket, VP Clientes, LATAM Airlines Group
       Ravindra Bhagwanani, Managing Director, Global Flight

Day Two: Wednesday 18th February 2015

08:30 Registration and refreshments

09:00 Opening remarks from the Chair

Kevin O'Toole, Head of Strategy, Flightglobal

09:10 Panel discussion: how to build loyalty with price sensitive guests?

  • What processes can help achieve loyalty with price sensitive customers?
  • How to exploit cross-selling opportunities for ancillary services
  • What realistic objectives need to be set to ensure buy-in from relevant stakeholders 
       Dean Dacko, Senior Vice President, Head of Marketing and Products, Malaysia Airlines
       Onur Dedeköylü, Vice President - Marketing, Pegasus Airlines
       Isabelle Birem, Senior Vice President Customer Relation, Accor
       Ömer Ekici, Managing Director, Pollux Travel
       Moderator: Ravindra Bhagwanani, Managing Director, Global Flight

09:55 Not just a pie in the sky: Advances in the econometric determination of the FFP premium

  • Overview about works conducted by economists to determine the FFP premium
  • Methodology of discrete choice analysis
  • First time presentation of results of detailed 3-year investigation
  • Conclusions and implications for the loyalty industry
       Dr. Nathalie C McCaughey, Transport Economist, Monash University Melbourne

10:30 Morning refreshments

11:00 Product workshops

12:30 Lunch

14:00 Proliferation strategies for an international co-brand portfolio
  • International co-brand strategy as a driver for loyalty revenues
  • Definition of critical mass by market
  • Developing a roadmap towards the successful implementation of credit card offerings in foreign markets
  • Partnership considerations among alliance partners
       Bernd Wendeln, Director Financial Partnerships Miles & More, Lufthansa

14:30 Presentation Loyalty Awards winner Best Marketing Campaign

14:50 Afternoon refreshments

15:20 Presentation Loyalty Awards winner Best use of Technology

15:40 Presentation Loyalty Awards winner Excellence in Management

16:00 Presentation Loyalty Awards winner Best Loyalty Partnership

16.20 Close remarks and preview of Loyalty@Freddie Awards 2015