Skywards, the frequent flyer programme of Emirates, has been declared one of the winners of Airline Business’ Loyalty Awards, announced at the publication’s loyalty event in Vienna last week.

Skywards won the “Loyalty Innovation Award 2009” for their Instant Upgrade reward - a last-minute upgrade option allowing Skywards Gold and Silver members to upgrade to a higher cabin class either at check-in or onboard the aircraft. Of 30 entries, Skywards was among three winners.

“We are honoured to have been selected for this award and we thank the judging panel for their consideration. We have received positive feedback from our members on these additional reward options and are very proud to offer them the ability to upgrade at check-in or onboard. Skywards has always been committed to providing the best in rewards and exceptional benefits to our loyal customers,” said Brian Labelle, Senior Vice President, Skywards.

Commenting on the award, judge Herbert, Verschuren, Director Flying Blue, Air France KLM, said: “Emirates have done what many airlines would love to do – offer seat upgrades on board.”

The judging panel were Ravindra Bhagwanani, Managing Director, Global Flights; Santiago Ontanon, General Manager, Mexicana Loyalty; Herbert Verschuren, Director Flying Blue, Air France KLM; Iain Webster, Loyalty Business Development Consultant.