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.