This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Ben Lipsey is the Senior Vice President of Customer Loyalty for Flying Blue, from the Air France - KLM group, one of the world's best-known and best loved frequent flyer programs.

Ben is a self-confessed loyalty geek his whole life, having initially joined the industry as an intern with Air Canada!

Now based in Europe, Ben shares some of the challenges and solutions developed for Flying Blue members, such as ways to address the concerns around sustainability that have become such a dominant part of the conversation for passengers in Europe.

Ben also shares some of the customer psychology and economic differences that are important to understand in order to run a successful airline loyalty program in Europe, compared with North America. We also touch on some of the opportunities that Web 3.0 offers.

Enjoy this fascinating insight into the Flying Blue program.

Show Notes:

1) Ben Lipsey, Senior Vice President of Customer Loyalty for Flying Blue

2) Air France - KLM Group

3) FlyingBlue