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Loyalty programmes help rescue their airline owners

Analysis

(This report appears in full in Airline Leader #53 under the title "Riders on the storm: Loyalty programmes can help airlines weather the challenges")

The coronavirus pandemic is causing havoc in the airline industry. Loyalty programmes are helping airlines navigate the storm in various ways, with a strong focus on generating liquidity.

Recent disclosures by some of the world's largest airlines project that their programmes are more valuable than the core airline. This projection and the ongoing crisis could be a catalyst for seismic change for loyalty programmes.

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