Implementation of Comarch Loyalty Management for Brussels Airlines

Brussels Airlines is the national airline of Belgium and is a member of the Lufthansa Group and Star Alliance, offering the widest choice of flights to 97 destinations from the capital of Europe.

With a fleet of 50 aircrafts and a team of 3500 individuals, Brussels Airlines transported 7.7 million passengers and generated 1.2 billion EUR in revenue in 2015.

Implemented solutions

Comarch Loyalty Management

One of the main challenges for customer-oriented enterprises is to create a strong bond between customers and the brand.

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Implementation of Comarch Loyalty Management for Brussels Airlines

 

Challenge

Within the strategic turnaround of Brussels Airlines, the carrier was looking to strengthen their loyalty proposition and complement Miles&More, their existing frequent flyer program with a new loyalty program focused on a different target group. Brussels Airlines expected an offer meeting the following criteria:

  • A system that is able to power the airline’s loyalty proposition for both frequent and non-frequent flyers.
  • Revenue based point accrual – points for purchasing tickets and other onboard services, co-branded credit card usage and transactions from partners.
  • Activity based point expiration – points won’t expire as long as a member flies once every 12 months.
  • Automatic retro claims with promotion reprocessing in integration with the Brussels Airlines’ system.
  • No blackout dates – earned points are redeemable on any commercially available flight.
  • Family pooling proposition – to make the program more relevant for non-frequent travelers.
  • Redemption unlocking rules – members being eligible to start redeeming points under the fulfilment of a specific condition.
  • Redemption and accrual are made not only on the fare, but also on the transportation charges.

 

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