The 2015 Freddie Awards were held at the Delta Flight Museum last night just down the road from Hartsfield–Jackson Atlanta International Airport. Created in 1988 by Randy Petersen to recognize the world’s best and most innovative frequent travel programs, the awards are named in honor of airline pioneer Sir Freddie Laker, who helped to make travel available to the masses.
The Freddies are a perennial favorite on my calendar and the venue this year was spectacular. Delta may not have won any awards, but had there been a “Coolest Venue for the Freddies” award, it would have gone to Delta.
The evening started with a cocktail reception and time to roam around the Delta Flight Museum, featuring an array of airplanes including a vintage 767 that you can walk aboard.
Dinner at events like these can be hit or miss, but I was very pleased with the menu this year — the food was actually very tasty. Pulling off flavorful, tender quail for 350 people sounds like a fool’s errand, but it was magnificent.
2015 Freddie Awards Winners
Winners were announced by Master of Ceremonies Gary Leff and the results were, for the most part, as expcted.
Americas
Airline
Best Customer Service — Southwest Airlines – Rapid Rewards
Best Promotion — Avianca – LifeMiles
Best Elite Program — American Airlines – AAdvantage
Best Redemption Ability — Southwest Airlines – Rapid Rewards
Up and Coming Program of the Year — Avianca – LifeMiles
Program of the Year — American Airlines – AAdvantageHotel
Best Customer Service — MGM – M life
Best Promotion — Choice Hotels – Choice Privileges
Best Elite Program — Hyatt – Gold Passport
Best Redemption Ability — Starwood – Starwood Preferred Guest
Up and Coming Program of the Year — MGM – M life
Program of the Year — Marriott Hotels – Marriott RewardsBest Loyalty Credit Card — Southwest Airlines – Rapid Rewards Premier Card
Europe & Africa
Airline
Best Customer Service — Lufthansa – Miles & More
Best Promotion — AIR FRANCE/KLM – Flying Blue
Best Elite Program — AIR FRANCE/KLM – Flying Blue
Best Redemption Ability — AIR FRANCE/KLM – Flying Blue
Up and Coming Program of the Year — Aegean Airlines – Miles+Bonus
Program of the Year — AIR FRANCE/KLM – Flying BlueHotel
Best Customer Service — Starwood – Starwood Preferred Guest
Best Promotion — Accor Hotels – Le Club Accorhotels
Best Elite Program — Starwood – Starwood Preferred Guest
Best Redemption Ability — IHG – IHG Rewards Club
Up and Coming Program of the Year — Wyndham – Wyndham Rewards
Program of the Year — Accor Hotels – Le Club AccorhotelsBest Affinity Credit Card — Flying Blue American Express Card
Middle East & Asia/Oceania
Airline
Best Customer Service — Virgin Australia – Velocity
Best Promotion — El Al – Matmid Club
Best Elite Program— Etihad – Etihad Guest
Best Redemption Ability — Virgin Australia – Velocity
Up and Coming Program of the Year — Saudia Airlines – Saudia Alfursan
Up and Coming Program of the Year — El Al – Matmid Club
Program of the Year — Virgin Australia – VelocityHotel
Best Customer Service — IHG – IHG Rewards Club
Best Promotion — Accor Hotels – Le Club Accorhotels
Best Elite Program — Hyatt – Gold Passport
Best Redemption Ability — Starwood – Starwood Preferred Guest
Up and Coming Program of the Year — Best Western – Best Western Rewards
Program of the Year — Accor Hotels – Le Club AccorhotelsBest Affinity Credit Card — ADCB Etihad Guest Card
A few comments:
- In a bit of Middle Eastern diplomacy, El-Al (Israel) and Saudia (Saudi Arabia) split the award for “Up and Coming Program of the Year”, a new category this year
- As Gary pointed out, Marriott might not be the best in any particular category, but it won hotel program of the year in the Americas for a reason — the whole is greater than the sum of the parts and Marriott loyalists appear very loyal to the brand for what it does well in each area. I, for one, voted for Hyatt, but I have Gold Status with Marriott Rewards via the reciprocal United MileagePlus RewardsPlus program and have never really had a bad Marriott stay.
- American Airlines rightly won the airline program of the year for the Americas, but I wonder if this will be its last year. Is devaluation around the corner?
- Flying Blue, the loyalty program of Air France/KLM, did surprisingly well considering its inept customer service and poorly trained staff in both France and Mexico (we in Noth America have the “pleasure” of dealing wtih the Stone Age Mexico Call Center). Pre-devaulation British Airways Executive Club was a much better program, but BA did not even make the final four.
Congrats to the winners!
Great photos!
I guess it dates me but I do remember making calls from those Airfones, but only when it was very important. They were pricey!
I have to wonder when the “americas” will be divided between North and South America, as there is a HUGE difference in airline loyalty programs from North American Carriers (AA/DL/UA/AS/B6) and South American Carriers (JJ/LAN/AV/CM)…..If AA devalues I think Copa will when program of the year with their new connectmiles program
The Freddies are not a true measure of the quality of airlines products. It is a good publicity stunt and a nice party. The last five years their America’s airlines categories have changed drastically. AA emails their FF members begging for votes. Other airlines don’t. That has to skew the categories they are involved in. Low cost, cheap and easy to obtain awards and upgrades seem to be the determining factor as to who wins. I