Air Serbia plans to roll out its new frequent flyer program this year, replacing the Etihad Guest loyalty scheme it has used since 2013. The airline aims to develop the program into a standalone profit-generating segment of its business. It will utilise the US-based Loyalty Juggernaut’s GRAVTY module, the world’s first cloud-native, patented, enterprise loyalty platform, which will enable real-time, data-driven engagement with consumers. The company is utilised by Emirates, WestJet, Viva, Global Hotel Alliance, Deutsche Telekom and others for their respective programs.
Speaking to EX-YU Aviation News about the planned new loyalty scheme, Air Serbia’s CEO, Jiri Marek, said, “Everything will be managed through the app. We do not plan to introduce a physical card as the program will be fully digital. It will be a dynamic, spend-based rewards system rather than a traditional mileage scheme. In simple terms, the more you spend, the more points you earn. There will be a transparent formula outlining how many points are awarded for every 100 dinars spent. This will not be limited to Air Serbia purchases but will also apply to selected third-party partners such as grocery stores, fuel stations and cinemas. Likewise, points will be redeemable not only with Air Serbia but across the wider partner network, although earning and spending points with the airline will offer the highest multiplier value”.
Commenting on how existing members of the Etihad Guest program will be impacted, Mr Marek explained, “We will introduce tier matching from the current program and are still assessing whether mileage matching will be offered, and for how long”. He added, “We are currently in discussions with banks regarding a co-branded Visa card and whether it will be exclusive to a single bank or available through multiple partners. The design of the loyalty program itself, including its tier structure, has already been finalised and signed off”.
The new program is expected to be launched in late March or early April. The CEO noted that the airline does not want to rush its introduction and is keen to ensure all elements are fully in place before the new frequent flyer scheme goes live. “I have high expectations for the frequent flyer programme. If we get it right, it represents a significant source of value and a major opportunity for the airline”, Mr Marek concluded.