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 CFO 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.

Think points are the prize? In travel loyalty, status is the real currency - the fast lane, the lounge, the upgrades, and the ease that comes from knowing you’re looked after. In the second episode of our Loyalty Series, we sit down with Erin Murray, CMO of Loyalty Status Co, to explore why many loyalty programs are now more valuable than the airlines that run them and how the smartest brands use status to shape behavior, lift yield, and keep their highest-value travelers loyal.

We follow Erin’s 25-year career across Air Miles, Points, and now Loyalty Status Co to reveal what truly motivates frequent travelers. You’ll hear how Status Lift reduces the need for painful “status runs” by letting near-qualifiers buy up at exactly the right moment. And how Status Match acquires proven high-value flyers the moment a competitor falters. Just look at Air France: after BA’s program changes, they matched 4,000 elites who went on to book 17,000 flights, many in business class. That’s the playbook: spot the moment, validate the traveler, deliver benefits that matter, and watch the revenue follow.