Day One: Wednesday 26th April 2017
08:00 Registration and refreshments
09:00 Opening remarks from the Chair
09:10 Opening keynote: Low fares, loyalty programmes, open skies, services - what are customers most interested in?
- Understanding the true needs of customers and how to respond to them
- Understanding the differences between different customer segments
- How to remain focused on customers during external challenges
- Exploiting cooperation opportunities within the industry
Scott Resnick, Director Loyalty Marketing, Jetblue
09:35 Opening panel discussion: Knowing your customers
- Transactional data vs. customer surveys
- Listening to the silent majority
- Translating knowledge into product propositions
Bob Fawson, Chief Product Officer, SSI
David Feldman, Director, Loyalty & Reward Program Strategy, Catchit Loyalty
Moderator: Max Kingsley-Jones, Executive Director Content, FlightGlobal
10:20 I have a dream (I) - A blogger's view on loyalty programs
Edward Pizzarello "Pizza in Motion"
10:35 Morning refreshments
11:05 Payments and Loyalty: An inflection point for innovation and growth
- Payments landscape
- Innovation journey
- Driving loyalty where they intersect
- Case studies and uses
Matthew J. Massaua, Managing Director, Airline Partnerships, Barclaycard US
11:35 Loyalty Awards winner 2017: Best marketing campaign - Walkin', winnin'
- Daring to launch an ancillary product in a competitive environment
- Creating an eye-catching marketing campaign
- Leveraging the power of the loyalty program currency to get the product off the ground
Tanya Bulkin, Vice President Marketing Americas, Qantas
11:55 Loyalty Awards winner 2017: Best use of technology - Pioneering a new technology
- Using Facebook Messenger in a global campaign
- Identifying responsibilities across different departments
- Anticipating and reacting to technical issues
Sébastien Reliat Brunetière, Director Loyalty Marketing and Brand Flying Blue, Air France KLM
12:15 Lunch
13:15 Workshop
14:05 Understanding what matters to elite customers
- Elements of a successful elite programme
- Evolving needs of elite customers
- Managing to meet the needs of a global customer basis
- Ensuring the survival of winning elements through the merger process
David Flueck, Senior Vice President, Loyalty, Marriott International
14:30 Best practice promo examples: Membership cards by Turkish Airlines
- Leveraging the power of special edition membership cards
- Selecting appealing themes in line with the overall marketing strategy
- Measuring the loyalty impact of holders of special cards
- Moving to a digital environment
Salih Saricam, Manager, Miles&Smiles Programme, Turkish Airlines
14:50 Best practice promo examples: Wings by Air Canada
- Working successfully with badges
- Adding a competitive dimension through scoreboards
- Adding value to the tier program through promotions
Roxanne Kleebaum, Manager, Loyalty Programs, Air Canada
15:10 Best practice promo examples: VOILA Hotel Rewards
- Bonus points, reduced redemption stays, accelerated tier qualification: What works best?
- Do second-tier programs need to be more generous?
- Managing the cost of promotions
Peter Gorla, Managing Director, VOILA Hotel Rewards
15:30 Afternoon refreshments
16:00 Case study topbonus: growing airline loyalty proposition in a mature, competitive market
- Loyalty strategy as challenger number one in the home market
- Positioning in a multi alliance environment
- Differentiating proposition for earn and burn travel partnerships
Anton Lill, Managing Director, topbonus/Air Berlin
16:30 Enhancing the redemption offer
- Managing last-seat availability independently of the airline
- Using CRM data to apply individual award pricing per member
- Managing customer expectations and reactions with individual award pricing
- Azul's redemption approach to compensate for limited airline network
Alex Malfitani, Head of Loyalty, Azul Airlines
17:00 Close of day
18:30 Drink reception
Day Two: Thursday 27th April 2017
08:30 Registration and refreshments
08:50 Opening remarks from the Chair
09:00 Differentiation as mean to catch attention
- The survival battle for mid-sized programs
- Out-of-the-box thinking - a privilege for newcomers?
- Overcoming communication challenges
- Incorporating customer feedback into strategic plans
Julia Russell, Senior Director - Loyalty Marketing, Wyndham Rewards
09:30 Driving loyalty from infrequent guests
- Redefining the role of a loyalty programme in a leisure-driven context
- Adapting communication to your target group
- Making benefits achievable and easy to understand
- Satisfying the customers' desire for recognition
Jordan Salmon, Vice President of Loyalty Marketing, MGM Resorts International
09:55 I have a dream (II) - A blogger's view on loyalty programs
Ben Schlappig "One-Mile-at-a-Time"
10:10 Coffee break
10:40 Loyalty Awards winner 2017: Excellence in management - The charm of simplicity
- Creating an offer for frequent flyers at an LCC
- The benefits of empowering customers in their choice
- Managing to meet expectations of top customers
Brede Huser, Senior Vice President, Norwegian Reward/Norwegian Airlines
11:00 Loyalty Awards winner 2017: Best loyalty partnership - Supporting start-ups through a loyalty program
- Improving the social image through donation partnerships
- Engaging members to support selected projects
- Creating an emotional link with the supported companies
Sébastien Reliat Brunetière, Director Loyalty Marketing and Brand Flying Blue, Air France KLM
11:20 Innovative collaboration in loyalty programs as social media activation - case Finnair and SLUSH
- Finnair's partnership with SLUSH
- Linking the innovation community to Finnair in key markets
- Engaging customers in new and emerging industries through relevant brand experiences
Andrew Kilkeary, Head of Loyalty, Finnair
11:45 Building a truly powerful credit card relationship
- Co-branded credit card, a marketing tool or revenue generator?
- Winning elements of a successful credit card offering
- Adapting to the needs of the local market
- The importance of the relationship with the issuing bank
Yasser Al Yousuf, Managing Director Etihad Guest, Etihad Airways
12:15 Maximising financial partnerships: co-brands vs transfers
- Evaluating the revenue potential and the redemption cost profile of each
- Understanding their role in driving revenue ticket sales
- When to use each and when to use both
Kyle Armstrong, CEO, Kaligo
12:35 Lunch
13:45 Panel discussion: Keeping customers happy during merger processes
- Balancing out investors and customer’s needs
- Do customers really care - beyond loyalty programs?
- Controlling the communication around mergers
- Maintaining staff focused on customers during busy merger periods
Jonathan Clarkson, Senior Director, Loyalty, Partnerships & Products, Southwest Airlines
Thom Kozik, VP Global Loyalty, Marriott International
Isabelle Birem, SVP Loyalty, AccorHotels
David Andreadakis, Chief Strategy Officer, Kobie Marketing
Moderator: Gary Leff, Author, ViewFromTheWing.com
14:30 I have a dream (III) - A frequent traveller's view on loyalty programs
David J. Danto
14:45 PROXIMITY – Location-based services as driver of significant sales increase and a seamless travel experience
- How to include location-based services into a seamless travel experience
- Using location-based solutions to drive loyalty program engagement
- How to use PROXIMITY to get additional revenue
David Glantz, Head of Presales and Marketing, Loyalty Partner Solutions
15:15 Creating loyalty at a small carrier - mission impossible?
- Creating loyal followers through a consistent product
- Differentiation as a basis of success
- Striving for quality rather than quantity
- How will small independent programs survive?
Alicia Cabrera, Senior Marketing Manager, Caribbean Airlines
15:45 Close of conference part
17:30 Freddie Awards: Announcement of winners and gala dinner