FEATURED SPEAKER: Jeff Robertson, Managing Director, SkyMiles Program, Delta Air Lines

Piloting a Loyalty Program Through Changing Skies - Delta Adapts SkyMiles Strategy to Earn Customer Loyalty

Now in its 27th year, SkyMiles is one of the longest-running and most successful loyalty programs in the travel industry and was named “Best Frequent Flyer Program” for 2006 and 2007 by Business Traveler magazine. However, last year the Delta SkyMiles program reached a pivotal turning point. Facing industry issues including the imbalance of miles earned and flat award seat capacity, Jeff Robertson and his team began to develop new SkyMiles initiatives in an effort to retain customer loyalty.

Robertson and his team knew that in an ever-changing industry they would have to create new and effective avenues to attract more SkyMiles members and provide current members with additional avenues for mileage redemption. In this presentation, Robertson will discuss the initiatives Delta launched in 2008 as well as the results and response from industry experts, media and customers.