This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Today, "Let's Talk Loyalty" meets airline industry thought-leader Mark Ross-Smith, who shares his insights on global airline loyalty programmes – their role, positioning, and potential for greater profits with seemingly plenty more room for growth!

It's a fascinating discussion about innovative ideas to drive customer loyalty, learning from both the gaming industry as well as strategies that have been adopted by some leading airlines with great success.

We hear some fascinating recent valuations of airline loyalty programs compared to the values and margins earned by the airlines who own them. Mark then shares some challenging ideas about the commercial positioning of each business in the post-pandemic world of aviation, and whether loyalty leaders should have a seat in the boardroom and why.

Show Notes:

1) Mark Ross-Smith

2) StatusMatch.com

3) traveldatadaily.com

4) Digital Driving Growth in KFC China

5) Measuring Loyalty – Tracking passengers who fly with competing airlines