S6/E11 How Airlines are Redefining Loyalty for the Modern Traveler with KM Malta Airlines
We’re excited to kick off a new three-part Loyalty Series, where we explore how airlines, hotels, and loyalty status companies are rewriting the rules of traveler engagement. In this first episode, we begin with a refreshingly simple philosophy from KM Malta Airlines: make value clear, make status meaningful, and make the journey smoother. Oliver Piers Ross, Head of Loyalty & CRM, joins us to share how a small flag carrier built a transparent currency, introduced genuinely useful status tiers, and used smart partnerships to influence traveler behavior in all the right ways.
We break down Skybucks, pegged at one euro cent so members always know what they’re earning and spending. That clarity powers instant earn on takeoff and a seamless redemption slider in the booking flow so intuitive that redemptions began before the program even launched. Oliver also outlines the Traveler, Explorer, and Pioneer tiers, where milestone Skybucks can be used for seats, bags, or part-paid fares. We touch on the value of status recognition and how tools like status match, subscription boosts, and buybacks reduce friction while maintaining solid program economics.
We discuss why loyalty programs can be worth more than airlines, how redemption simplicity increases conversion, and where KM Malta is headed next with a Malta-wide marketplace, exchange partnerships, and tighter CRM personalization. It’s a practical playbook for travel brands rethinking loyalty with clear value, fewer hoops, better data, and benefits that actually get used. What perk would make you switch airlines today?
For more information about KM Malta Airlines, please visit https://kmmaltairlines.com/en.
👉 Listen to How Airlines are Redefining Loyalty for the Modern Traveler Now
🔥 Special Thanks to our Season 6 Title Sponsors for their Support: Holafly, Propellic, PayCompass, Kaptio, Civitatis and WeRoad
