This episode summarizes my interview with Niall Rooney, Loyalty Manager for British Airways Executive Club, in which we discussed emerging trends in airline loyalty, including the importance of “simplicity”, as well as how customers are demanding more ways to earn Avios points as well as more ways to burn them!
From increasing their partner credit card spend, to doing their online shopping on the Avios eStore, it was really interesting to hear that British Airways had recently increased their reward seat availability, and had begun allowing members to use their Avios on board to buy food and drink as well as to pay for seating and baggage.
Listen to this short summary to learn more about driving loyalty in British Airways and if you want to listen to the full interview, it’s episode #14 on letstalkloyalty.com
1) Let’s Talk Loyalty with British Airways Executive Club
PAULA: Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals.
PAULA: I’m your host, Paula Thomas.
PAULA: And if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world.
PAULA: Thank you.
PAULA: This episode is brought to you by Epsilon and their award-winning People Cloud Loyalty solution.
PAULA: Epsilon recently conducted some consumer research in partnership with IMRG, which revealed some fascinating insights, such as 68% of consumers are happy to provide personal information for a more tailored shopping experience.
PAULA: If you would like to read this fascinating report, you can download it for free.
PAULA: Visit emir.epsilon.com forward slash let’s talk loyalty, and you’ll find it in the resources section.
PAULA: Welcome to Let’s Talk A Little Loyalty, my new shorter show for loyalty marketing professionals.
PAULA: In this episode, I’m summarizing my interview with Niall Rooney, loyalty manager for British Airways Executive Club, a loyalty program that has already been running for over 24 years.
PAULA: Niall has years of experience in a number of commercial roles in different airlines.
PAULA: So while he was quite new to the loyalty industry at the time of our interview, it was clear that his background ensures that the executive club will continue to drive measurable returns for the airline and remain a respected tool to help drive the profitability and a greater share of wallet with the airline’s top customers.
PAULA: Niall shared some emerging trends in loyalty, including the importance of simplicity, with his members quoting great brands such as Boots and Sephora as loyalty programs they love and respect.
PAULA: With the increasing awareness of Avios as the currency across the entire international airline group, their customers are demanding more ways to earn Avios, as well as more ways to burn them.
PAULA: Many people are realizing the power of earning Avios on their credit card spend, as well as doing their online shopping on their e-store, a hugely exciting channel for UK consumers to buy online and earn Avios across online stores for products they were going to buy anyway.
PAULA: It was really impressive to hear that British Airways had recently increased their reward seat availability and allowing members to use their Avios on board to buy food and drink, as well as pay for seating and baggage.
PAULA: With such a huge program and membership base, Niall mentioned some unique challenges, such as having children as top tier members in the executive club, as well as the sheer pride that all members have from earning premium status and the joy that members experience when they successfully redeem their Avios for a valuable reward, such as a family holiday.
PAULA: To learn more about driving loyalty in British Airways and hear insights from this man leading their executive club, you can listen to the full interview.
PAULA: It’s episode number 14 on letstalkloyalty.com.
PAULA: This show is sponsored by The Wise Marketeer, the world’s most popular source of loyalty marketing news, insights and research.
PAULA: The Wise Marketeer also offers loyalty marketing training through its Loyalty Academy, which has already certified over 170 executives in 20 countries as certified loyalty marketing professionals.
PAULA: For more information, check out thewisemarketeer.com and loyaltyacademy.org.
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