S7/E15 State of Loyalty in Travel with Loyalty Status Co
Price used to win bookings. In 2026, elite status is quietly winning loyalty and it may be the most underleveraged ancillary revenue opportunity in travel.
In the first episode of our Loyalty Series, Dan is joined by Loyalty Status Co. CEO Mark Ross-Smith and CTO Stuart Melim to unpack why “status currency” is emotional, identity-driven, and far more powerful than traditional points and miles strategies. If you’ve ever felt the sting of losing status or gone out of your way to avoid being treated like a base member, you already understand the behavior this creates.
We get specific on where the real value sits. Stuart breaks down how the top three to seven percent of members can drive 20 to 30 percent of airline revenue, and why smarter tier management can convert high-potential customers into future elites without adding operational strain. Mark shares what’s actually working today, from milestone-based benefits to status-driven perks that extend well beyond the airport and why experiences and access are becoming the true drivers of loyalty.
We also challenge the hype. AI-powered personalization has been promised for years, yet many programs still struggle to consistently recognize their most valuable customers. Meanwhile, as AI search tools push travelers deeper into price comparison, the importance of retaining and rewarding your highest-value members only grows.
If you’re building or rethinking a loyalty strategy, the takeaway is clear: stop copying competitors, move beyond the mega-program playbook, and design for the customers who actually drive your business.
Thanks to Loyalty Status Co for sponsoring this series!
👉 Listen to State of Loyalty in Travel Now
🔥 Special Thanks to our Season 7 Title Sponsors for their Support: Bokun, Civitatis, Intrepid, Kaptio, Propellic and Protect Group
