Edition 10: Sept - Nov 2007

Program Profile: Malev Duna Club

By Adrienne Kanyo, manager, Malév Duna Club Frequent Flyer Programme

Malév was on one of the first European airlines to introduce a loyalty programme back in 1985. This means more than twenty years of experience in airline loyalty programmes, from an airline which has been flying for sixty years.

In the beginning, Malév Duna Club had only couple of hundred members, and today is close to welcoming their one hundred thousandth Duna Club member.

 

From 1985 until today the loyalty programme has undergone major changes:


• 1994: Automatic points registration and redemption took over from the manual process.


• October 1996: The programme was christened “Duna Club.”


• November 1996: A new programme scheme was introduced, which has since been modified continuously to reflect market conditions and customer needs.

The latest changes to today’s program started in 2006. Between 1 August 2006 and ending with the joining of oneworld on 1 April 2007, nine new airline partners and six new commercial partners were added to the programme with improved benefits and services to our loyal customers. Becoming a member of the oneworld alliance, Malév has added new destinations and countries to the network, and over 500 lounge access opportunities to our top tier members.


As a member of the alliance and with the new loyalty programme, Malév has successfully increased the membership in the Duna Club programme by twenty percent.


During the implementation period the image of the Duna Club was also changed. After thorough research with our customers, the Duna Club brand was refreshed with a new “layout” for our frequent flyer cards, the written forms of our communications and the logo.

After becoming a member of the oneworld alliance, Malév has also worked hard to achieve higher and higher targets. The Company successfully introduced redemption e-ticket on the Malév network and by mid August 2007 expanded redemption e-ticket onto our partner’s networks, as well. The new face of the Duna Club is also visible via www.malev.com, providing more services to our members via the internet.

As Duna Club members are looking for something new, and since joining the oneworld alliance, the following promotions have also been launched:

 

"Winning the easy way"

Fly with Malév and oneworld at any time between 1 June – 31 October 2007, and you can take part in the "winning the easy way" competition with a host of fantastic prizes on offer! More details are available on the Dina Club website: www.malev.com/dunaclub

5 first prizes: Business class return ticket for 2 persons on a service operated by the following oneworld airlines: American Airlines, British Airways, Finnair, Japan Airlines, Malév and Qantas.

5 second prizes: 80,000 Malév Duna Club Bonus Points (sufficient loyalty points for a Europe air ticket for 2 persons.)

5 third prizes: 60,000 Malév Duna Club Bonus Points (sufficient loyalty points for a Europe air ticket for 2 persons.)

 

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In this Issue:

FFP Online Interview: A Sensible Loyalty Progam with Less than a Million Members
Interview with Irene Ramírez, Jefa de Marketing Intelligence, Binter Canarias

Felix J. Cruz, Vice President of Marketing Support at Philippine Airlines talks candidly about getting the most from customer loyalty events.


Combating the commoditization of the hotel product with partnership marketing
Interview with Stephanie Hilgers, director - partner marketing, Swissôtel Hotels & Resorts

How Well do you know your Top Tier Travelers?
By Paul Alberts, Director of Travel, Vision Critical

Hip Digital Media and Aeroplan Launch a Canadian Loyalty Industry First
AEROPLAN MUSIC STORE Turns Miles Into Music

 

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