Frédéric Babu, Head of Flying Blue Air France-KLM

What do you think of the general trend in loyalty programmes?

Frédéric Babu: Today we talk more about evolution than revolution, because it's true that the programmes have reached a certain level of maturity. However, at Flying Blue we are observing and studying certain trends. For example, the trend towards a closer link between miles and currencies. It is now possible for a passenger to purchase additional miles in order to obtain an award.

American airlines restrict the periods during which miles can be used with embargo dates. What about Flying Blue?

F. B. - There is no embargo period on our programme. However, we do offer three levels of access to awards, based on a simple principle: the more loyal a member is, the more freedom they have to choose their flights. We regularly offer "Web Awards", promotional awards available only on the Internet and reserved for certain flights. Finally, with Open Miles, we guarantee maximum accessibility to our award flights, even when award seats are unavailable. The number of miles required for a free Open Miles ticket is then doubled.

What about your loyalty programme for businesses?

F. B. - Air France offers Voyageurs Rewards, aimed exclusively at SMEs. This programme is modelled on a traditional frequent flyer programme, based on a number of annual trips. However, as soon as a company's travel budget exceeds a certain volume, we switch to a corporate contract formula. In fact, the benefits we offer are equivalent to a truly tailor-made loyalty programme.