Brian LaBelle. © Gulf News |
The tally by the end of the first 18 months since the scheme hit the market comes to 250,000, with new members being added at an average 3,000 a month.
The programme also extends to SriLankan Airlines, in which Emirates Group has a strategic shareholding and management rights.
While UAE-based members account for a quarter of the present total, those from the UK come in second, followed by Australia, Pakistan and India.
"We do have quite a widespread global programme, and that was our strategy from day one. The current numbers are quite a bit above levels we had anticipated at the time of the launch. At around four billion, the number of miles we have awarded so far is also quite high," said Brian LaBelle, general manager for the airline's Skywards loyalty programme.
Presently, 40 per cent of the group's business and first class revenues come from Skywards members - an average far higher than the wider airline industry standard of 25 per cent or thereabouts.
"This has been instrumental in boosting revenues. I do not know whether we can push the average much higher than what it is now. The loyalty programme is seen as very much as a contributor to the group bottomline"
Operating costs for the programme is around $10 million - a figure that LaBelle would like to keep steady.
Meanwhile, more partners will be brought in by early next year, which will include an international provider of financial services and an online retailer.
"The financial services partner will complement the credit card programme we have with Citibank. As regards our targeting of corporate clientele, it is not an immediate priority but more for the medium term."
Skywards also has alliances with carriers such as British Airways, United Airlines, Continental, South African Airways and All Nippon. Through this, any air mile that is redeemed can be done on any of the partner carriers, and not exclusively on Emirates or SriLankan alone.
An additional carrier is due to be brought into the fold within the next few months. The identity of the prospective partner was not revealed.
The Skywards membership base could get a huge lift when Emirates airline moves into the U.S. market by 2003.
"We are already thinking ahead to that. There will be a big launch programme by the spring of 2003 to create a strong membership base in the North American markets."
A dedicated Skywards service centre has already been opened in New York to add to the ones in Dubai, Karachi, Manchester, Colombo and Melbourne. A new one is being planned for India, which will most likely be located in Mumbai.
Apart from winning air miles, the Skywards membership also allows opportunities for ticket upgrades and bonus mileage. Gold cardholders can also have access to select clubs in key cities, while there are special events arranged for both gold and silver card members.
