Loyalty@Freddie Awards 2017

Day One: Wednesday 26th April 2017

08:00 Registration and refreshments

09:00 Opening remarks from the Chair

Ravindra Bhagwanani, Managing Director, Global Flight

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
Cindy Falschlehner, Senior Director, Consumer Travel Global Travel & Transportation Industry, DXC Technology
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

       Max Kingsley-Jones, Executive Director Content, FlightGlobal

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,

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