Episode 677

Azul Airlines (Brazil) - Global Innovations in Airline Loyalty (Ep #677)

Published on: 12th June, 2025

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Today's episode features Raffael Fappiano Neto, the Product Manager for Loyalty at Azul Airlines.

Founded in 2008, Azul Airlines is now the largest airline in Brazil in terms of number of flights and cities served, and in 2020, they won the award for best airline in the world by TripAdvisor Travellers' Choice.

Raffael is responsible for Airline Products and Loyalty Projects at Azul Airlines, and he joins us today to share some highly innovative and even disruptive ideas - such as the option for members to burn their miles BEFORE they even EARN them!

He also shares insights on their paid program – a subscription product which includes an option to pay a monthly fee and potentially earn tier status even without flying frequently.

I hope you enjoy our conversation and a huge thanks to Comarch for the introduction!

Episode is sponsored by Comarch.

Hosted by Paula Thomas.

Show Notes:

1) Raffael Fappiano Neto

2) Azul Airlines

3) Don't believe in Everything you Feel (Book)

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.