Episode 798

Best of the Back Catalogue 2020: Paul Smitton on Asia Miles, Innovation & the Future of Airline Loyalty (#798)

Published on: 18th August, 2026

This episode is sponsored by Epsilon.

Loyalty Buyer's Guide from Epsilon - a free practical guide to help you evaluate loyalty platform options.

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As part of our Best of the Back Catalogue, we’re revisiting a fascinating conversation with Paul Smitton, now President, International and Partnerships at Ascenda and formerly CEO of Asia Miles ( now Cathay / the Cathay Membership Programme.)

A true loyalty industry veteran, Paul shares insights from his remarkable career, from his “baptism of fire” building Air New Zealand’s first loyalty programme in 1991 to leading one of Asia’s most recognised loyalty programmes, Asia Miles.

In this episode, Paul explores the importance of customer focus and innovation, sharing his thinking on blockchain, WhatsApp and the evolution of Asia Miles’ partnerships across dining and eCommerce.

It’s a great conversation filled with practical insights, memorable stories and a powerful reminder of what it means to have a true loyalty mindset.

The episode was released in 2020.

Show Notes:

1) Paul Smitton

2) Cathay / the Cathay Membership Programme

3)#65: Paul Smitton talks Asia Miles, Innovative Ideas in Airline Loyalty and Preparing for Travel's Inevitable Rebound

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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”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.