Steven Greenway | Chief Executive Officer, reward-U | Deputy Chief Executive Officer
U-FLY Alliance

Steven Greenway, Chief Executive Officer, reward-U | Deputy Chief Executive Officer, U-FLY Alliance

Steven Greenway is CEO of reward-U, the pioneering LCC loyalty/everyday program of Hong Kong Express and is also Deputy CEO for U-FLY Alliance, the world’s first airline alliance of independent Low Cost Carriers (LCCs). Steven brings to the roles extensive experience in commercial strategy, brand development, operational management and start-ups.

An aviation industry veteran, Steven boasts 20 years’ experience. Beginning his career in 1996 as a Graduate Management Trainee with Qantas, Steven transitioned to becoming a Principle Consultant with PwC’s Global Aviation Practice, London, in 2000.

In 2003 Steven joined Virgin Atlantic as Head of Sales and Distribution Strategy before transferring in 2005 to Virgin Blue in Australia as Manager, E-Commerce, where he cut-his-teeth at his first Low Cost Carrier (LCC) in the areas of E/M-Commerce, Distribution, Ancillary Revenue, Loyalty and Holiday Programmes.

In 2008 Steven became Chief Commercial Officer (CCO) at SkyEurope Airlines in Slovakia. This was followed by a stint at Jazeera Airways in Kuwait, again as CCO.

He then spent time as an independent consultant for clients as diverse as ANA, Peach, Philippine Airlines and Emirates working on start-up initiatives and acquisitions.

Prior to joining U-FLY Alliance, Steven was co-founder of Scoot, Singapore Airlines’ Long-Haul LCC, spearheading its commercial function, joint ventures, and strategic direction in his role as Head of Commercial.

Steven earned his Bachelor of Economics from the University of Queensland in 1994, followed by a Bachelor of Political Science in 1996.


Aviation Show MENASA 2017 day 2 @ 10:15

Keynote Panel: Alliances: the new aviation brand

  •     Overcoming the practical limitations on cross-border airline mergers 
  •     Integrating airlines to offer the ultimate convenience for the traveler 
  •     Synchronising schedules, gates, terminals etc. in a combined effort to streamline the customer experience
  •     Working with airports to create alliance specific terminals
  •     Building credibility through codeshares with equal and complimenting airlines 
  •     Increasing route networks and FFPs 
  •     Cost sharing through airport lounges, ground handling, marketing and maintenance 
  •     Discovering ‘equity alliances’ and joint ventures as a replacement to traditional alliances

Aviation Show MENASA 2017 day 2 @ 12:00

Reinventing loyalty programmes

  •     Offering exclusive, personalised experiences as an alternative to air miles o    Destination services o     Trips and experience 
  •     Driving loyalty through smart devices  
  •     Offering a more attractive program to the disloyal millennials 

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