Loyalty & Awards 2022
10 - 12 October 2022 - MADRID
12:00
Registration

13:00
Welcome address from the chair

Ravindra Bhagwanani, Managing Director, Global Flight
13:05
Opening keynote: Loyalty: an old or new challenge?

- An outside look: how complex is loyalty?
- Technology, customer orientation, revenues: setting priorities right
- Addressing challenges at a regional level
- How to revitalise customer engagement
Cristian Ortiz, CEO LATAM Pass, LATAM
13:45 - 18:30 (max)
Social Activities

Choose one of three small group social activities. Discover Madrid from a different angle, while fostering and expanding your professional network in a relaxed atmosphere. Places for activities are limited and given out on a first-come, first-served basis.
Select your favourite activity when you complete your registration and enjoy!
- Treasure Hunt in Prado Museum
- Flamenco, Sangria and fun
- Tapas Cooking Challenge
You will find the full details here
Participants will be picked up and dropped off at the conference venue.
17:30
1-to-1 meetings

This is your opportunity to meet existing and potential partners/suppliers from all over the world to strengthen and start business relationships in a highly efficient manner.
Meetings can be pre-arranged through our meeting tool (available in the run-up to the event.)
19:00 - 20:00
Networking Drinks Reception

08:50
Opening remarks from the Chair

Ravindra Bhagwanani, Managing Director, Global Flight
09:00
Opening keynote: Passion Marketing drives Loyalty

- How augmented hospitality connects with members
- Building an experiences platform to fuel passions
- Using sponsorships as proof points and platforms to engage at an emotional level?
Mehdi Hemici, Chief Loyalty & Partnership Officer, Accor
09:25
Seizing the opportunities of the new economic realities of loyalty programs

- Generation P(andemic): The unexpected new target
- Adjusting the economic model to a more inclusive database
- Understanding the management and operational challenges
- Case study MileagePlus: Customer engagement on the rise across the board
Michael Covey, Managing Director MileagePlus, United Airlines
09:50
Bringing sustainability to life in loyalty programs

- The eco responsibility of loyalty programs: Moving beyond marketing statements
- Leveraging the power of the loyalty currency to engage members
- Defining the right offering and messaging
- First insights: How relevant is the offer?
Olivia Wasniewski, Head of EuroBonus Program, SAS
10:15
The rise of loyalty in the railway industry

- Railways: between partners and competitors to airlines
- The particular challenges of loyalty in the railway environment
- Balancing the needs of long-distance travellers and commuters
- Cross-border loyalty cooperation as next step of evolution?
Javier Marin Martinon, Chief Commercial and Loyalty Officer, Renfe
10:40
Mid morning coffee & Networking

11:10
Transforming hotel loyalty

- Insights into the GHA journey: The Why and How of our transformation
- Is there place for other considerations than the control of distribution channels for a hotel program?
- Aligning the interests of our diverse hotel portfolio and getting the buy-in from all stakeholders
- First recap: Have we managed to find the balance between the satisfaction of customers and hoteliers?
Maria Gomes, GHA Director Europe, Global Hotel Alliance
Ganna Koval, Director of Loyalty Programs, NH Hotel Group
11:40
Rebuilding relevance through reimagining loyalty

- Melting the key ingredients for successful promotions: Idea, context and passion
- A look behind the scenes of some of the recent Etihad Guest campaigns
- Measuring the impact
- Conclusion: It's not that difficult after all!
Kim Hardaker, Vice President Loyalty & Partnerships, Etihad Airways
12:05
Supplier of the Year Award

- 8-minute pitch for each of three shortlisted suppliers
Moderator: Ravindra Bhagwanani, Managing Director, Global Flight
Judges:
Nitin Kalra, Director - Customer Loyalty, IndiGo
Sven Neweling, Head of CRM Strategy and Loyalty Programs, Deutsche Bahn
Daniela Kanowsky, Loyalty Specialist
12:35
Lunch & Networking

14:00
Using technology to change guest experience

- How Covid has changed travel behaviour and expectations
- Understanding how new technologies can be exploited in a strategic manner
- Which role for loyalty programs to enhance guest experiences?
- Developing metaverse as source of revenue
Alex Barros, Growth & Innovation, Hotelverse
14:30
Deep Dive workshops

Participate in one of two parallel workshops of key vendors, talking about their latest solutions to common industry issues.
No pre-registration is required.
Workshop 1:
Leverage loyalty to meet the needs of the consumer you once knew
- Uncover how consumers have changed post-pandemic with insights from Kobie’s 2022 research
- Reassess what consumers value, what they buy, why they advocate, and why they stay loyal
- Learn how Kobie’s proprietary Loyalty Drivers are the key to identifying what matters the most to consumers
- Workshop: Apply Loyalty Drivers to your brand to address the new consumer mindset
Martha Cohen, VP, Client Services, Travel & Hospitality, Kobie Marketing
Workshop 2: The importance of localization
- Localization trends in an ever-changing post-covid world
- Insights into industry case studies: the need for inclusive communication and accessible content
- How to drive revenue with the right strategy for boosting your localization maturityInsights into industry case studies: the need of regionalising your approach
Matthijs Kooijman, Commercial Director, Attached Language Intelligence
15:30
Afternoon Tea & Networking

16:00
Panel discussion: Panel discussion: Dr. Jekyll and Mr. Hyde: The Change of Loyalty Members Personas

- What changes do programs see in their frequent traveller personas post pandemic?
- Are they “good” or “evil” to the program policies and benefits offered so far?
- Distinguishing between temporary adjustments and fundamental market shifts
- Changes considered by programs
Moderator: Marcus Puffer, Vice President Global Loyalty Strategy, IBS
Panellists:
Benjamin Lipsey, SVP Customer Loyalty, Air France KLM
Athina Kakolyri, Head of Loyalty & CRM Marketing, Aegean Airlines
Julio Marchena Gonzalez, Head of Partnerships, IAG Loyalty
Jason Peacock, Director Partnerships & Marketing, Ascenda
16:45
Closing Remarks from the Chairman

17:00
1-to-1 meetings

This is your opportunity to meet existing and potential partners/suppliers from all over the world to strengthen and start business relationships in a highly efficient manner.
Meetings can be pre-arranged through our meeting tool (available in the run-up to the event.)
19:00 - 23:00
Gala Dinner and Golden Loyalty Awards 2022

Master of Ceremony: Ravindra Bhagwanani, Managing Director, Global Flight
Judges:
Dominic Purvis, VP Product & Customer Experience, LATAM
Pedro Flores Ribeiro, Head of Loyalty, TAP Air Portugal
Isabell Weigel, Director Loyalty & Partnerships, Deutsche Hospitality
Ravindra Bhagwanani, Managing Director, Global Flight
08:30
Coffee & Registration

09:00
Opening remarks from the Chair

David Andreadakis, Chief Innovation Officer, Kobie Marketing
09:10
Unlocking Emotional Loyalty: The Key is Technology

- The long journey to replace a legacy IT system
- Business case built on a customer-centric vision
- Defining the needs upon external partners
- Internal change management and operational aspects
- Case study Alaska Airlines: How flexibility pays off
Matt Hahnfeld, Senior Manager, Software Engineering, e-Commerce, Alaska Airlines
Xavier Lucas, Principal Software Engineer, Alaska Airlines
09:35
Engaging leisure customers: So, what?

- The much discussed shift of markets towards leisure and the limitations of "frequent" traveller programs
- Designing a loyalty program to maximise the spend during one transaction vs. multiplying the transactions
- Finding the right balance between the needs of business/MICE travellers and leisure travellers
- Case study Meliá Hotels
Sara Matarrubia, Global Loyalty Director, Meliá Hotels International
10:05
Deep dive workshops

Participate in one of two parallel workshops of key vendors, talking about their latest solutions to common industry issues.
No pre-registration is required.
Workshop 1: Signed, Sealed, Delivered
- Deep insights into the world of loyalty currency retailing personalization
- New data on the regional differences in Buy miles behaviours, and how you can leverage them for your program
- Tips for structuring Buy promotions for margin maximization, and specifically managing APPU targets
Danielle Brown, CMO, Points
Workshop 2: Discover the Loyalty YOUniverse
- Understand travelers’ wishes and needs regarding individualization of loyalty programs
- Learn how to balance CHOICE and TAILORING to become a truly member-centric program
- Discuss what individualization initiatives fit YOUR target members’ desires, YOUR business needs and YOUR capabilities
Marie Koch, Head of Loyalty Innovation & Consulting, Loyalty Partner Solutions
David Glantz, Director Business Development & Consulting, Loyalty Partner Solutions
11:05
Mid-morning coffee & Networking

11:35
Fireside chat: Delivering everyday relevance across reward programmes to maximise customer engagement

- How to engage and reward loyalty programme members everyday and increase the value and relevance of your programme
- Importance of data insights and personalisation to drive engagement with Merchant Funded Offers model
- Using technology as an enabler, to deliver integrated seamless customer experiences across multiple touchpoints
David Moritz, Head of Product for Collection, IAG Loyalty
Moderator: James Berry, Managing Director, Commercial, Valuedynamx
12:15
Lunch & Networking

13:45
Panel discussion: How much personalisation can we deliver?

- Personalisation: What does it realistically mean in a mass business?
- Leveraging the soft factors to engage customers
- Overcoming operational and technical hurdles
- Analysing the impact on customers' loyalty
Moderator: Danielle Brown, Chief Marketing Officer, Points
Panellists:
Shefali Higgins, Head Member Engagement, Emirates Skywards, Emirates
Derek Whitworth, Managing Director, Digital Channels, Air Canada
Ayla Damé, Head of Group Customer Advocacy, Blom Bank
Julie Barbier-Leblan, CEO, Merit Incentives
14:30
Panel Golden Loyalty Awards winners

- Insights into case studies of Golden Loyalty Awards 2022 winners
- Benefits for shareholders and members
- Process of generating award-winning initiatives
Moderator: Ravindra Bhagwanani, Managing Director, Global Flight
Golden Loyalty Awards 2022 winners
Best Loyalty Partnership - Derek Whitworth, Managing Director, Digital Channels, AIR CANADA
Best Marketing Campaign - Kim Hardaker, Vice President Loyalty & Partnerships, ETIHAD AIRWAYS
Best Use of Technology - Christopher Siegloch, Senior Director Loyalty Development & Service, MILES & MORE
Excellence in Management - Juan Oviedo, Country Manager, QANTAS
15:20
Afternoon Tea & Networking

15:45
530 years after Christopher Columbus: Rediscover America

What is happening in the New World? What can we learn from it?
15:45 Cryptocurrency and Loyalty - A Perspective on Where Things are Headed
- FlyCoin, the first loyalty crypto currency issued by an airline
- Winning the trust from customers and partners
- From Alaska to the world: outlook on development plans
- Facing regulatory issues in international markets
Lenny Moon, CEO, FlyCoin
16:10 Thriving amidst powerful US programs
- Thriving in the US, head-to-head vs. powerful US programs
- Protecting & thriving in core markets against powerful US programs
- Balancing value to member with program economics
Matthew Vincett, CEO, LifeMiles/Avianca
16:30
Closing Remarks from the Chairman & Announcement of venue Loyalty & Awards 2023

16:40
Close of Conference
