flydubai sets loyalty standards for the industry with Amadeus technology

Press release
Published May 23rd, 2017 - 10:10 GMT

Today’s airline marketplace is characterised by competitive pricing and unbundled offers that offer the traveller greater choice and flexibility than ever before. As a result, securing customer loyalty is increasingly challenging and airlines are taking new approaches to developing and managing their loyalty programmes. An innovative loyalty programme can help airlines differentiate themselves in a crowded market, and is also capable of generating substantial revenues.

That’s why flydubai chose Amadeus as a technology partner for its unique loyalty programme, “OPEN”. Amadeus’ cutting edge technology has enabled flydubai to develop a loyalty programme with an innovative and flexible approach that truly meets traveller needs.

“We had clear objectives when we were designing our Rewards programme. OPEN, flydubai’s new rewards programme, is simple and straightforward. Our rewards programme gives our members the ability to earn points easily, spend points at any time, flexibility on how they pay and can earn points together,” said Nahed Al Kheily, Vice President of Ancillary Revenue at flydubai.

From a traveller’s perspective – a key part of the proposition from the OPEN programme includes keeping things simple. Rather than complex mileage charts or sector maps to work out earned points, programme members earn at least 1 OPEN reward point for every $1 spent (excluding tax & fees).

This means members earn reward points with every flight, and they can redeem them for flights on any day, to any destination. Travellers can team up with family and friends to pool points, and the programme also includes a co-branded credit card through a partnership with Dubai Islamic Bank.

Commenting on the importance of the right technology solution, Nahed Al Kheily, said: “Based on feedback from our passengers we knew that they wanted to be rewarded for their travel with us and to achieve this we needed the right technology partner. We chose Amadeus as a partner, as we believe that its Loyalty Management suite, with its flexible capabilities lays the technology foundation for us as we seek to improve the customer experience and personalise our offering.”

Maher Koubaa, Vice President, Head of Airline Group, Middle East and Africa at Amadeus said: “Our technology is designed to help airlines effectively manage and leverage their loyalty programmes, whatever their size or business model. flydubai’s OPEN programme shows true innovation in catering to the needs of the airline’s customers, and its success is the hallmark of what a successful partnership can deliver.”

Amadeus Loyalty Management is an end to end and dedicated airline loyalty solution that empowers over 35 airlines with future proof technology that enables them to leverage their loyalty programmes to unlock revenues, enhance brand commitment and increase customer loyalty.

Background Information


flydubai began operations in 2009 with the aim of taking more people to more places, more often. In just a few years, flydubai has firmly established its place in the region. Today, we fly to more than 90 destinations operating out of Dubai International (DXB) and Al Maktoum International (DWC). We’re creating opportunities for travel, tourism and trade across the region. By opening up new markets, we’re changing the way people look at travel while contributing to the growth of Dubai as an aviation hub.


Travel broadens horizons, creates connections and builds economies. Travel powers progress. And Amadeus powers travel.

We build the critical solutions that help airlines and airports, hotels and railways, search engines, travel agencies, tour operators and other travel players to run their operations and improve the travel experience, billions of times a year, all over the world.

We've been doing it for more than 30 years, and we're just getting started. Innovating. Moving fast. Working with customers and partners to power better, more rewarding journeys. Leading the industry forward to shape a better future of travel

PR Contact

Contact Name
Khalid Yahya
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