Etihad Airways Group - Achievement in Customer Satisfaction

Company: Etihad Airways Group, Abu Dhabi, United Arab Emirates
Company Description: We've come a long way since our first flight in 2003. Now a leading aviation and travel group, we’re proud to have shared our adventure with millions of people around the world. Our journey started in Abu Dhabi; the capital of the UAE and the city we call home. With an old-world charm and genuine passion for innovation, Abu Dhabi is modern and cosmopolitan – a forward-thinking city that has been
Nomination Category: Achievement Categories
Nomination Sub Category: Achievement in Customer Satisfaction

Nomination Title: Etihad Guest Campaign

Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated department since 1 January 2019, OR written answers to the questions for this category? (Choose one):

A video of up to five (5) minutes: https://vimeo.com/542574857/96809de79a

Etihad Guest Awards Film from BBD Perfect Storm on Vimeo.

https://youtu.be/YiatPyAyWDE
​https://youtu.be/WAQC99Jm00c
https://youtu.be/hsMELDS8HZY
https://youtu.be/UGrNGFq0KqY
​https://www.etihad.com/en/guest/your-special-guest/inspire

 

Etihad Guest, previously known as the Frequent Flyer programme within the Etihad Aviation Group, plays a vital role in building and maintaining relationships with loyal customers, though often over-looked as part ofthe customer experience. As the average passenger travels once every 18 months, it is Etihad’s only way to maintain a genuineconnection between flights.​

Launching in 2006, Etihad Guest matched the generous and opulent offering of the airline at the time.However, as time went on, Etihad Guest needed to become more accessible and diversified.

Etihad Guest started its customer-centric transformation in 2019, seeking to recognise, reward and engage its members across theglobe. Receiving additional investment, theprogrammedelivered significant enhancements including8 newprogrammebenefits aspart of a brand relaunch.​

In 2019, Etihad Guest overhauled the traditional structure based on frequency of travel and miles accrued, placing Guests at the heart of the programme, one that became centred around thoughtfulness. In doing so, this elevated Etihad Guest from a conventional, transactional rewards programme, to a Lifestyle and Travel Brand. A brand that embodies the values, aspirations and interests of their Guests by contributing to their way of life beyond flying.

In November 2019, Etihad Guest launched their first loyalty brand platform Life’s Better As A Guest, immediately doubling their NPS score, an extraordinary increase in engagement levels amongst their base.

Being a brand with thoughtfulness at its heart, Etihad Guest not only wanted to show thoughtfulness to their members, but they also wanted to help foster a culture of thoughtfulness around the world. During a global pandemic, when good news stories were sparse, Etihad Guest had a pivotal role to play in championing thoughtfulness.

Your Special Guest launched in June 2020, targeting members through our owned, digital and social channels. Guests were given the opportunity to nominate someone in their life that had gone above and beyond. The most heart-warming nominations received a bespoke gift and were asked to film the unboxing. These money can’t buy moments (the nominations and the unboxing) were captured by the members themselves and then created into branded content that was heroed on Etihad’s channels to millions of followers, encouraging viewers to discover more thoughtful, uplifting stories on the campaign hub microsite.

The results from the campaign were staggering. With over 5,000 nominations received and 8,000 members clicking through to the nomination form, Etihad Guest quadrupled their original nominations target. Such high engagement from the member base was astounding. At a time when everyone needed it, thoughtfulness brought everyone together.

Member acquisition increased with 83% of non-member nominators signing up to join Etihad Guest. Although acquisition was not an original goal, it showed the mechanic was strong enough to drive interest in joining the programme. There was also a whopping 35% of Guests who were dormant that were reactivated.

In the face of a pandemic, Etihad Guest’s Net Promoter Score rose by eight points across all tiers since the campaign started, with primary growth driven by Silver and Gold members who increased by 17 points and 14 points respectively.

There was also a positive increase in Customer Engagement score, marking a big shift in member engagement, saliency and sentiment of the brand. Social engagement increased by over 20% during the months the campaign ran, with the number of shares and retweets showing that thoughtfulness really does make the world go around.

In a time where all other travel competitors are fighting for existence, focusing on wellness and sales tactics, Etihad Guest knew there was a better way to engage with members. Through Your Special Guest, they took one of the most catastrophic events and found a way to maintain their brand’s meaningful role in their members’ lives.

See attached for a selection of assets:

The folder labelled ‘Nomination & Unboxing videos’ is a selection of social post videos created from some of the best user generated content shared with Etihad Guest, either promoting the nominations or the winning nominees receiving their thoughtful gifts. People in their thousands created emotional videos sharing truly thoughtful actions, highlighting how the Etihad Guest community got behind the Your Special Guest campaign and wanted to share these thoughtful acts with the world to help lift the community during such a tragic time.

The folder labelled Manifesto film is what was posted organically on Etihad’s social page and send directly to Guests via eDM, encouraging members to nominate. A simple idea shared widely.

A case study video for the Your Special Guest campaign can also be found here: https://vimeo.com/542574857/96809de79a