Published Nov 06, 20251 minute readingLatest

✈️ Emirates Skywards & the Art of Evolving Loyalty

In this milestone episode of Let’s Talk Loyalty & Loyalty TV, Paula Thomas celebrates the 25th anniversary of Emirates Skywards — the programme that first inspired her own journey in loyalty marketing.

Filmed on location at Emirates Group Headquarters in Dubai, Paula sits down with Dr. Nejib Ben Kheder, Head of Emirates Skywards, to explore how one of the world’s most iconic airline loyalty programmes has evolved over the past 25 years.

From adapting to changing customer expectations to building a brand rooted in innovation and trust, this episode captures what it truly means to deliver lasting loyalty at scale.

Proudly sponsored by Comarch – empowering smarter, more effective loyalty programs.

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