Let’s Talk Loyalty - Paula Thomas
#343 Ideas for airline loyalty professionals from Steve Hui
Also available to listen here
Overview
In this episode of Let's Talk Loyalty, Tom Peace, Managing Director of The Loyalty People, presents a summary of Paula Thomas's interview with Steve Hui, CEO of iFLYflat.
Known as "The Points Whisperer," Steve shares his expertise on helping customers find and book redemption seats for flights, emphasising the importance of redemption flights in enhancing airline customer engagement. He discusses the complexities of air mile schemes, highlighting how the value of points can vary and the challenges customers face in redeeming them.
Steve also explores innovative strategies airlines are adopting, such as upselling opportunities and allowing points to be used for partner offers, which can enhance customer experience and generate additional revenue. He introduces the concept of subscription loyalty within air mile programmes, a trend that is gaining traction as airlines adapt to changing consumer behaviours.
Quotes
"Points often have a different value depending on how you earn or burn them." - 00:03:01
"The real incentive is in the value of the points, which can be significant." - 00:03:23
"Over the last 30 or 40 years since Airline programmes started, the availability of flights for redemption has decreased to the point where popular routes are now overbooked." - 00:03:33
"Airlines are now incentivising people to use their points to part pay for an upgrade to business or first class." - 00:04:06
"This has previously been problematic for airlines as the perception is that flight revenue is flowing out of the program to another partner." - 00:04:38
Timestamps
00:00:00 - Introduction to Let's Talk Loyalty
00:00:15 - Meet Tom Peace and The Loyalty People
00:00:37 - Consumer Trends Index Overview
00:01:47 - Summary of the Main Show with Steve hui
00:02:08 - Steve Hui: The Points Whisperer
00:02:39 - Understanding Air Mile Schemes
00:03:23 - Challenges in Redemption Flight Availability
00:03:55 - Innovations in Airline Loyalty Programs
00:05:00 - Subscription Loyalty in Air Mile Programs
00:05:33 - Conclusion and Recommendations