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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.

We dig into how personalization is entering a new era. With richer data and AI, brands can detect intent fare shopping, route exploration, requal risk and deliver one-to-one offers that feel timely and relevant. Choice benefits are rising too, giving members flexibility to select what they value most, whether that’s e-upgrades, guest lounge access, or softer thresholds in slower travel years. And of course, co-brand credit cards continue to fuel the commercial engine, turning everyday spend into aspirational trips and steady program revenue. Beyond airlines and hotels, we also look at cruise and casino, two verticals where modern status design can unlock fresh monetization and deeper engagement.

If you lead loyalty, revenue, or partnerships in travel, this conversation is a masterclass in building programs that feel personal, deliver real commercial impact, and keep your most important customers close.

For more information about Loyalty Status Co, please visit https://www.loyaltystatus.com/.

👉 Listen to The New Loyalty Playbook: Global Status Commercialization Now

🔥 Special Thanks to our Season 6 Title Sponsors for their Support: Holafly, Propellic, PayCompass, Kaptio, Civitatis and WeRoad

The #1 B2B Travel Podcast Globally. Over 100 Episodes. Listeners in 125 countries. New Episodes Every Weds.

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