Let's Talk Loyalty

This episode is sponsored by Points, a Plusgrade company. Read more about their Exchange solution as a growth channel for loyalty programs here.In this episode of Let's Talk Loyalty and Loyalty TV, Andrew Glance CEO of Qantas Loyalty, takes us behind the scenes of one of the world’s most successful loyalty programs. He shares how Qantas Loyalty has evolved from a marketing tool into a standalone business, delivering value to over 18 million members.Andrew dives into the recent program transformations, including Classic Plus for better flight availability, recognition beyond the air, and initiatives that make the program simpler, more rewarding, and relevant for members. He also explains how technology, AI, and strategic partnerships with banks, retailers, and travel partners are reshaping the loyalty experience.Learn about the program’s new discoverability tool, which already saw over a million searches in its first 24 hours, making it easier for members to find flights across multiple dates, regions, and cabins. This episode is packed with insights for loyalty professionals, marketers, and frequent flyers who want to understand how to create a profitable, member-focused loyalty program that keeps evolving.Hosted by Paula Thomas and Carly Neubauer.Show Notes:1)Andrew Glance2) Qantas 3) Qantas Frequent Flyer 4) The Subtle Art of Not Giving a F*ck - Book Recommendation

This episode is sponsored by Points, a Plusgrade company. Read more about their Exchange solution as a growth channel for loyalty programs here.In this standout episode from our archives, we revisit the award-winning British Airways Executive Club—now known as The British Airways Club—a loyalty programme designed to engage and reward frequent flyers worldwide.Niall Rooney, Former Loyalty Manager at British Airways, shares valuable insights into the evolving world of loyalty marketing, revealing how customer preferences and performance data shape the airline’s strategy.From increasing reward seat availability to recognising high-value customers, this episode explores how British Airways continues to differentiate itself in a highly competitive travel landscape.Show Notes:1) Niall Rooney,2) The British Airways Club3)British Airways

This episode is sponsored by Points, a Plusgrade company. Read more about their Exchange solution as a growth channel for loyalty programs here.This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.In this episode, we explore how a brand built on surprise, discovery, and in-store experience approaches loyalty and growth at global scale.Our guest is Mathilde Yung Bruyant, Marketing Director of Flying Tiger Copenhagen. She shares how the brand is translating its distinctive DNA — playful, accessible, and locally relevant — into a modern membership and customer engagement strategy across more than 30 markets.The conversation centres on a key tension: Flying Tiger’s success is rooted in physical discovery and impulse, yet its loyalty ambitions require structure, data, and continuity. We explore how the Flying Tiger Club is being designed to enhance that experience, not dilute it.A core theme is the decision to launch before everything is fully defined — using speed, testing, and real customer behaviour to shape the program over time, from onboarding and engagement to long-term value.We also discuss how digital and in-store experiences reinforce each other, and how global consistency is balanced with local relevance.This episode offers a perspective on how experience-led brands can build loyalty in motion while staying true to what makes them distinctive.This episode is hosted by Nyeleti.Show Notes:1) Mathilde Yung Bruyant2) Flying Tiger Copenhagen3) How Brands Grow - Book Recommendation

This episode is sponsored by Points, a Plusgrade company. Read more about their Exchange solution as a growth channel for loyalty programs here.Sports fans are some of the most passionate and loyal audiences in the world—often supporting their clubs across generations. So what drives a football club like AS Roma to invest in a structured loyalty programme?This episode is one of the best of the back catalogue, exploring the smart strategy behind AS Roma’s approach, developed in partnership with Advice Group—an initiative that led to three wins at the 2018 Loyalty Magazine Awards, including Best Regional Champion of the Year (Western Europe).Paula speaks with Laura Cagnacci about the thinking behind the programme, how it performs in practice, and the cross-industry insights shaping stronger, more direct relationships with fans.Tune in to revisit a standout episode.Show Notes: 1) Laura Cagnacci 2)AS Roma