Episode 147

#147: Flying Blue from Air France KLM Group - Loyalty & Partnerships Insights

Published on: 30th September, 2021

With over 18 million members around the world, Flying Blue is the frequent flyer programme for both Air France and KLM, and is positioned as a lifestyle programme that drives real commercial value for its partners.

Gerben Sikkema shares some of the commercial benefits that partners can expect alongside the benefits of being associated with a premium brand. 

He also talks me through some of the latest innovative ideas that they have launched with partners for Flying Blue members including "earn and burn in checkout", as well as other powerful technology-led concepts such as card-linking and a focus on using loyalty mechanics to drive sustainable choices. 

What most impressed me in this interview was the insight that "burn drives earn" - a clear understanding that only when members benefit will any loyalty programme achieve its goals.  


This episode is sponsored by Valuedynamx ( Part of Collinson Group)


Show Notes:

1) Gerben Sikkema - Director of Partnerships at Air France-KLM

2) Air France - KLM Website 

3) Flying Blue 

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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”.