Last week, I spent three days in Kuala Lumpur, Malaysia, hanging out with Loyalty marketing professionals from around the world at the Loyalty 2010 conference. I met a number of very talented and interesting people, from airlines, hotels and even retails chain that are trying to drive loyalty.

Also part of the event was the Loyalty 2010 Awards for the Most Innovative Loyalty program. The judges had shortlisted the Top 3, and the audience voted for the best. Air Berlin came out tops, though I think each program was very unique. And I share with you here, what makes them so good!

1. Air Berlin’s MyRoute customers earn double miles on their frequently flown routes
Try to solve this problem. You need to get price sensitive customers to fly you on their most-flown routes, which are also the most competitive due to many airlines offering an undifferentiated product on those routes. You know you got to think out of the box when solving this one. And Air Berlin’s Johannes Ganser and Sophie Wennekers, along with their Loyalty Marketing team, did just that.

In April 2009, the airline launched MyRoute where members select …

As promised at the start of the year, SimpliFlying will be bringing you more Guest Columns from leading aviation practitioners around the world. Our second guest article of the year is written by Oussama Salah, who is an aviation expert based in Abu Dhabi, UAE. Being a Jordanian who flies around the region a lot and works in the sector, he shares with us his thoughts on why the proposed checked-in bag fee by Etihad is not a good idea. —–—–—– “ETIHAD may charge for second piece of luggage” This  was a remark made by James Hogan Etihad’s CEO, otherwise I would have thought it was a joke. Why would an aspiring and highly branded airline with cash flushed owners want to do something like this? Etihad operates in a highly competitive and well connected market, whether it is the UAE, MENA or the Indian subcontinent. The traveling public (both Arabs and Indians) in the region is traditionally price sensitive and is used to weight and not number of bags. It is basically a visit friends and relatives (VFR) market used to carrying gifts and shopping across continents, …

As promised at the start of the year, SimpliFlying will be bringing you a new section with video trip reports – mostly shot at 35,000 feet. Because the best assessment of an airline brand can only be done during the Brand eXecution! Here’s the first of such reports. In this 3 min video trip report, I share my experience on-board one of Etihad Airways‘ brand new Airbus A320 planes. This was a flight from Athens, Greece to New Delhi, India, via Abu Dhabi. Three things stood out about Etihad: 1) They greet you by name and talk to you personally2) The planes smell of the desert!3) Their transit lounge for Business Class in Abu Dhabi offers free spa treatments! My rating for the flight is 4.5 out of 5. njoy the 3 min video trip report (Click here if you can’t watch the video) If you haven’t flown Etihad Airways before, I’d encourage you to give it a shot – they’re one of …

As promised at the start of the year, SimpliFlying will be bringing you more Guest Columns from leading aviation practitioners around the world. Our first guest article of the year is written by Oussama Salah, who is an aviation expert based in Abu Dhabi, UAE. Being a Jordanian who flies around the region a lot and works in the sector, he shares with us his predictions for Middle East carriers in 2010. —– The MENA region airlines bucked the global trend in 2009. It was the only region that had an increase in traffic and had the loss forecast dropped by 50% to half a billion. The region saw an increase in flights and in destinations. 2010 promises to be an exciting year for the region. Airlines in all segments are competing for a leading position. Emirates facing the crunch? Emirates remain the leader of the pack, with a brand that, by far has no rival not only in the region but globally. So far Emirates has shown a financial ability to finance its expansion without burdening Dubai. The problem Emirates might face is …

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Every single time I’ve been to Dubai, I’ve heard that Emirates is bankrupt and the state of Abu Dhabi has bought the airline. But I always dismissed them as baseless rumors. Then, the Dubai World crises happened around Thanksgiving/Eid. And that made me think again. That the Abu Dhabi government could ask for Emirates, the airline, as collateral in bailing out Dubai, the state.

So, let’s imagine that if this does happen, that Abu Dhabi takes over Emirates and by default it merges with Etihad. What will that mean for the airline brands?

Emirates and Etihad merge to form a mega-airline with over 250 planes connecting almost any major city in the world with any other – one-stop.
Emirates and Etihad move operations to the Jebel Ali Airport – DWC from their respctive hubs to centralize operations
Ultimately, effectively managing the scale of the new airline’s operations can determine its chances of success

However, I feel that this is unlikely to happen, because:

Emirates …

The InsideFlyer magazine published an article entitled “The FFPs of the Middle East” last September. Though on the face of it, the article compares the various FFPs among the leading airlines there, upon closer look, you also discover the nuances that enhance brand value for the customers of these airlines. As proven by the large number of airlines from the Middle East winning the Freddies earlier this year, there are surely lessons for grabs here.

Catering services specifically to customers’ needs ensures loyalty
The region is flush with oil revenues, and more rich Arabs are taking to the skies – flying business class and first class. Airlines in the region pamper this key segment of their customers. Etihad Airways just opened a plush business class lounge at Abu Dhabi airport and offers limousine pick-ups, like Emirates. Emirates is also the first airline to introduce showers on-board its new A380 first class cabin. Qatar Airways has gourmet meals catered to suit their frequent flyers. It is no wonder that programs like Emirates Skywards reports that the program’s current rate of growth is just over …