Airline loyalty programs continue to evolve by enhancing benefits to its members. Airlines have added shopping as part of the travel experience since the 2000s. Emirates has launched a new mobile application called “Emirates Skywards Go” which offers its Skyward members two-for-one discounts at over 4,400 restaurants and spas in over 20 cities around the world.
“Go” With Emirates
How Does It Work
Emirates Skywards members can start saving by following three quick steps: 1. download the free application on the Apple iOS or Google Android platforms, 2. set up a free ENTERTAINER account and 3. redeem 6,700 Skywards miles to unlock the savings for a month. Members who wants to extend these benefits can add more time with a further 6,700 miles on a monthly basis.
Emirates Skywards members will enjoy two for one offers at restaurants and spas in over 20 cities around the world including Dubai (associated airport: DXB), London (LHR/LGW/STN), Hong Kong (HKG) and Johannesburg (JNB). Terms and conditions are listed here.
Powered by incentive offer provider the ENTERTAINER, Skywards members using this new application will also gain access to a digital travel day planner, city tour options with instant booking and 160 city guides offering more than 10,000 attractions.
Emirates announced back in February 2018 that its Skywards loyalty program passed the 20 million members mark. This new partnership between the airline and the ENTERTAINER is the first to be implemented in the Middle East. The use of miles to unlock the discount offers is also unique as is the the addition of instant tour booking feature.
United Airlines, American Airlines, Air Canada, British Airways and Delta Air Lines are some of the other network carriers that offer members discounts and/or mileage earning/redemption opportunities through different online retailers. Singapore Airlines and Air Asia passengers can also earn discounts by showing eligible boarding passes at select retailers. Additionally, United Airlines created a dedicated mobile application called MileagePlus X that allows its MileagePlus members to earn miles at different physical retail locations (check video below).
The shopping enhancement creates more opportunities for airline loyalty program members to engage with brands digitally without having to travel. This engagement allows airlines to earn ancillary revenue by selling miles or access to loyalty program members to different merchants. Airlines and its partners can curate a more personalized experience based on engagement and conversion rates.
Airline loyalty program members also look out for more benefits. The first phase of this new partnership provides monetary incentive to engage more often. In the future, the Emirates and the ENTERTAINER can introduce additional features highlighted below to future extend this engagement:
- Waive the mileage purchase requirement as a benefit for the top tier Skywards members.
- Create opportunities to earn Skywards miles based on the money spent through the application.
- Integrate the Emirates Skywards Go application within the airline’s ICE entertainment system for easier access during flight.
- Provide free access to the Emirates Skywards Go application during flight through the Wi-Fi network on board.
- Work with The Entertainer to add more destinations (especially in North America) and services to the portfolio.
About Larry Leung and Experience The Skies
Experience The Skies is a consulting company based in Toronto, Canada that specializes in the travel industry with focus on the assessment, competitive analysis and development of loyalty programs, technologies, marketing, ancillary revenue solutions.Follow Experience The Skies on Twitter, Facebook, Flipboard, and Instagram.