How does the Skywards+, the Emirates PAID loyalty programme, work?


‘Subscription loyalty’ or ‘paid loyalty’ has been a buzz word in loyalty circles for the past couple of years.

Whilst paid programmes have been around for a long time – InterContinental Ambassador is the one we discuss most – the real driver has been loyalty consultancy Collinson. The company sees running paid programmes on behalf of airlines as a good cash stream for itself and has been promoting the benefits of subscription loyalty at every opportunity.

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