Consumers love choice and flexibility, and a loyalty program that can wield both will provide a powerful marketing tool for any brand. This is why many loyalty programs often combine their efforts to increase their mutual capacity to entice customers, and to reward them with the best of what each brand has to offer. The latest players to join forces in this arena are Heathrow Airport and Emirates Airlines.
Through a newly announced partnership, Heathrow Airport, the busiest airport in the United Kingdom, and Emirates Airline, a flagship carrier of the United Arab Emirates, will combine loyalty programs to provide flyers with a unique form of rewards reciprocity. Now over 14 million total Skyward Miles and Heathrow Rewards loyalty program members will be able easily exchange their miles for points and visa versa.
“This new and exciting partnership further enhances our already broad suite of redemption options for the benefit of our Emirates Skywards members,” said Thierry Antinori, Emirates Executive Vice President and Chief Commercial Officer. “New strategic partners like Heathrow complement our already extensive product offering. As the UK’s hub airport, where we operate five daily A380 flights, this partnership makes perfect sense for us and for our loyal Emirates Skywards members.”
The new partnership will offer members of both programs a greater degree of flexibility when deciding how and when to redeem rewards. Heathrow Rewards members who exchange their points for sky miles can trade them in for flights anywhere in the world with no blackout dates, flight upgrades, and a wide range of shopping promotions through the Emirates High Street.
Conversely, Emirates Skywards members can also convert their miles into Heathrow Rewards points to receive exclusive discounts on parking and train tickets, £5 vouchers, and freed double Wi-Fi. Additionally, and perhaps most enticingly, since Heathrow is one of the largest airports in the world, members also receive instant rewards at literally hundreds of different shopping locations including World Duty Free, Dixons Travel, Plaza Premium Lounge, and more.
“We are very proud of the Heathrow Rewards program,” said Chris Annetts, Heathrow Director of Commercial Passenger Services. “It is incredibly important to reward our loyal customers and encourage new passengers to make the most of everything on offer at Heathrow and we’re delighted to be able to announce this new and unique partnership with Emirates.”