Episode 689

Flying Blue Loyalty Program Going from Strength to Strength (Archive Episode) (#689)

Published on: 24th July, 2025

Today we are re-publishing this fantastic episode from our archive as our planned episode has been delayed for technical reasons.

In this archived episode, Ben Lipsey — Senior Vice President of Customer Loyalty and President of Flying Blue, the joint loyalty program of Air France, KLM, and Transavia — shares a fascinating look into the evolution of airline loyalty.

Originally recorded at a time when Flying Blue had just surpassed 22 million members, Ben talks through their bold program updates, including new member propositions, pricing changes, and the creation of a dedicated legal structure for Flying Blue. He also reveals their plans to explore a subscription-based loyalty model.

Revisit this conversation for timeless insights on innovation, structure, and strategy in one of Europe’s most dynamic airline loyalty programs.

This episode was published on 11 January 2024

Show Notes:

1)⁠ Ben Lipsey⁠

2) ⁠Air France⁠

3) ⁠KLM⁠⁠

4) ⁠Transavia⁠⁠

5) ⁠⁠Flying Blue⁠⁠

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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.