In this episode of Money Majlis, host Suvo Sarkar talks to Dr. Nejib Ben-Khedher, Divisional Senior Vice President of Emirates Skywards, to explore the remarkable evolution of one of the world’s most ambitious loyalty programs. With over 35 years of global experience in the airline and travel industry, Dr. Ben-Khedher shares how he has led Skywards’ transformation from a traditional frequent flyer program into a dynamic lifestyle ecosystem serving more than 35 million members across 180 countries.
You will discover the drivers behind Skywards’ explosive growth, including its shift from focusing solely on frequent flyers to embracing a diverse, global membership. Dr. Ben- Khedher reveals how partnerships—with over 400 brands, 100+ financial institutions, and major lifestyle players—have become the heart of Skywards’ strategy, making the program relevant to members’ daily lives, not just their travel.
The conversation delves into the power of data and technology in personalizing member experiences, balancing innovation with privacy and trust. Dr. Ben-Khedher discusses the challenges of competing in a crowded loyalty landscape, the importance of emotional engagement, and the program’s industry-first innovations like Cash+Miles, Skywards Every Day, and Skywards Exclusives. He addresses common critiques about redemption value and dynamic pricing, providing clarity on how Skywards maintains fairness and transparency for its members. He also touches on the future of loyalty, the role of Dubai as a global hub, and leadership lessons from decades of transformation and growth.
Why does Skywards upgrade one customer every minute? Should airline loyalty programs focus on customer value or financial valuation? How important is it to learn from other industries? And how is Skywards emerging as the happiness currency of Dubai?
This episode is a must-listen for anyone interested in the future of loyalty, digital ecosystems, and customer experience—whether you’re in travel, fintech, or beyond.
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Research by Ojas Sekhri
Produced by Sabine Achkar/ Poddster
Giving partner : Goodworld