Episode 113

#113: Flybuys - Loyalty Lessons from Australia's Most Popular Loyalty Programme

Published on: 8th June, 2021

This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

In this episode of “Let’s Talk Loyalty”, I summarise the great conversation I had in 2020 with Phil Hawkins, Operations Director for Flybuys - Australia's most popular loyalty programme.

Phil has spent much of his career supporting its incredible success and he shared the 5 top lessons he has learned about loyalty marketing along the way.

Listen to this short episode to learn Phil's lessons on truly building loyalty, and how Flybuys Australia is evolving for the future.

Show Notes:

1) Phil Hawkins - Chief Operations Officer at flybuys

2) Flybuys coalition programme

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.