VLM Airline sees loyalty programme take off

One year after the launch of VLM Airlines’ Frequent Flyer Programme ‘VLM Encore’, over 35.000 members have subscribed to the programme. To mark its first anniversary, a new higher tier is being introduced for the most frequent members of the programme.

In addition to receiving a VLM Encore card, they will qualify for additional benefits such as access to the fast lane at Brussels Airport, access to the business lounge in Antwerp, and a number of other advantages that are currently being developed.

VLM Airlines is also studying possible partnerships with hotels and other companies to enable it to offer a wider range of redemption options to all members of VLM Encore.

Johan Vanneste, Managing Director of VLM Airlines, comments: “A recent study showed us that 83.9 per cent of our business passengers are members of VLM Encore. That is why we have decided to further enhance the programme and develop additional tools for very regular passengers, allowing them to receive added benefits when flying with our airline.“

Launched in September 2006, VLM Encore is unlike other airline loyalty programmes as it does not demand high redemption levels or impose so many restrictions the programme becomes unattractive. New members can easily register online and start earning points immediately. Furthermore, members can easily consult their own unique VLM Account and keep track of their loyalty summary and redemption progress whenever they deem necessary through the website Flyvlm.com.

Points are allocated based on fare ranges per flown segment. The redemption levels of VLM Encore are straight forward and redemption is offered on all flights and on all booking classes and cabin types, unlike other programmes from other airlines or alliances. Redemptions are automatically offered to registered users as part of the booking process. Loyalty points for the VLM Encore programme can also be claimed for offline bookings whereby the passenger creates its own profile on the website and enters the web unique ticket number after each flight.