This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Today's episode of Let’s Talk Loyalty is unique as we are today interviewing a loyal customer – rather than a loyalty professional. Perhaps one of the world's most loyal customers to an airline ever!

Lays Laraya is SO passionate about Emirates Airlines and their Skywards loyalty program that she has created an entire brand dedicated to them – calling herself "The Skywards Freak".

Today on Let’s Talk Loyalty, Lays shares why and how she fell so in love with Emirates and their Skywards program, and together we explore ways that all brands can drive emotional loyalty, no matter what sector you’re operating in.

Show Notes:

1) Lays Laraya

2) The Skywards Freak

3) LOVE OR LOYALTY? The Freaky Things I've done for Emirates - Youtube

4) First Emirates flight to Brazil during COVID-19 - Youtube

5) LTL Episode 321: Video Interview