With over 18 million members around the world, Flying Blue is the frequent flyer programme for both Air France and KLM, and is positioned as a lifestyle programme that drives real commercial value for its partners.Gerben Sikkema shares some of the commercial benefits that partners can expect alongside the benefits of being associated with a premium brand. He also talks me through some of the latest innovative ideas that they have launched with partners for Flying Blue members including "earn and burn in checkout", as well as other powerful technology-led concepts such as card-linking and a focus on using loyalty mechanics to drive sustainable choices. What most impressed me in this interview was the insight that "burn drives earn" - a clear understanding that only when members benefit will any loyalty programme achieve its goals. This episode is sponsored by Valuedynamx ( Part of Collinson Group)Show Notes:1) Gerben Sikkema - Director of Partnerships at Air France-KLM2) Air France - KLM Website 3) Flying Blue

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