A Sparkling Evening at London’s Grosvenor House Hotel
Last night I attended The Loyalty Awards 2015 at London’s Grosvenor House Hotel as a guest of Comarch UK. Comarch were co-sponsors of the event and also had clients that had made the shortlist for a number of loyalty industry awards. In the event, the evening’s proceedings were dominated by winners from the travel and leisure categories.
JetBlue Airways – Loyalty Programme of the Year
The most significant winner of the evening was JetBlue Airways. JetBlue picked up the winners award for best use of gamification with its TrueBlue Badges, as well as being highly commended for the best use of communications in a loyalty programme and loyalty programme of the year – Travel, for the same programme.
According to the awards judges:
“JetBlue has taken online loyalty to a different level on and off aeroplanes. The massive results really engage the users. Excellent data”.
JetBlue is a US based airline, which although largely unknown in the UK employs 16,000 staff, has a turnover in excess of $5,800 million, flies to 87 destinations and carried 32 million passengers in 2014. Based on revenues the airline is ranked 31st in the world.
The loyalty programme for JetBlue Airways is provided by Comarch and includes three major components; Comarch Customer Engagement, Comarch Smart Analytics and Comarch Loyalty Management. These are focused on Engagement and social, Analytics and recognition and lastly Transactions.
Travel and Leisure Industry Winners
The other winners from the travel and leisure sector included Avios, the loyalty scheme formerly known as Air Miles and closely associated with British Airways, The Carlson Rezidor Hotel Group and Whitbread Restaurants. An eye-opening winner, for me anyway, of two awards was the little-known ski resort of Tatry Mountains in Slovakia.
The evening was compered by famous comedian Ramesh Ranganathan, a regular star of TV show “Mock the Week”. It also featured a charity
collection for the Save The Children Fund. Once the formal part of the evening concluded guests were entertained with a disco show.