Let's Talk Loyalty30 Okt 2025

Emirates Skywards Silver Jubilee - 25 Years Celebrating Emirates Loyalty Success (#717)

AI platforms are changing how customers discover brands.

Phaedon is leading the discussion on what this fundamental shift means for loyalty leaders like you.

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This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Paula Thomas here today, hosting perhaps the most special and significant episode of our show for me personally - and I can't imagine a more perfect guest and topic today than the Silver Jubilee of the Emirates Skywards programme - the very programme that inspired my career in loyalty 25 years ago!

To celebrate this incredible milestone, we’ve recorded a VERY special episode which we shot on location for the first time ever.

For those of you watching on Loyalty TV, you will see that I’m sitting in Emirates Group Headquarters in Dubai with the busy runway behind me, and I’m joined in person by Dr Nejib Ben Kheder, Head of Emirates Skywards, who will share some of their strategies and successes over the last 25 years as well as what lies ahead for this iconic programme.

It's also my final episode as a host of our show!

Six years after I launched "Let's Talk Loyalty", it’s time today for me to hang up my microphone and leave the hosting side of Let's Talk Loyalty and Loyalty TV to our amazing global panel of loyalty marketing professionals.

I hope you enjoy my final show as a host, but don’t worry, I’m still here producing the show and leading the business to bring you even more loyalty marketing insights in both audio and video format in the months and years ahead.

Now, on with today’s interview with Dr Nejib Ben Kheder from Emirates Skywards.

Show notes:

1) Emirates

2) Emirates Skywards

3) Dr Nejib Ben Kheder

4) Book Recommendation: Blue Ocean Strategy

5) Book Recommendation: Extreme Ownership

6) Book Recommendation: From Strength to Strength

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