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Air Serbia and Loyalty Juggernaut: Redefining Loyalty in Aviation

In a strategic move that combines tradition with modern innovation, Air Serbia has launched a next-generation frequent flyer program in collaboration with Loyalty Juggernaut Inc. (LJI). This initiative marks a significant milestone as the airline approaches its centenary anniversary, highlighting its commitment to enriching customer experiences through advanced technology.

The partnership was officially signed by Jiri Marek, CEO of Air Serbia, and Shyam Shah, CEO of Loyalty Juggernaut, in Belgrade. The alliance unites Air Serbia's deep-seated understanding of travelers with LJI's expertise in loyalty ecosystems, promising to enhance customer engagement in unprecedented ways.

A Modern Approach to Customer Loyalty

With nearly 100 years of history, Air Serbia embraces its motto, "On the Wings of Tradition," as it prepares to celebrate a remarkable legacy while boldly stepping into the future. Central to this innovative venture is LJI's patented GRAVTY® technology, set to launch in March 2026. The program aims to create rewarding experiences for members through a dynamic network that spans travel, retail, lifestyle, and financial partnerships.

Unlike traditional frequent flyer programs that reward only flying, the new initiative will enable real-time, data-driven member engagement and extend rewards to everyday activities, fostering a deeper connection beyond just travel. Jiri Marek emphasized the importance of enhancing relationships with passengers, stating, "We are building a modern loyalty ecosystem that rewards customers for every interaction with Air Serbia. By blending superb service with LJI's technology, we can create a program that reflects the needs of today’s connected and mobile travelers who seek personal value."

Aspirations for a Leading Loyalty Program

As part of its ambition, Air Serbia intends to develop one of the most attractive loyalty programs in Europe. Snezana Radinovic, who leads the development of frequent flyer products at Air Serbia, noted, "The GRAVTY® platform gives us the flexibility to devise tailored offers, better understand our members, and respond quickly to their needs. We are committed to making loyalty simple, transparent, and genuinely rewarding."

Shyam Shah remarked on the potential of this collaboration, stating, "We are proud to partner with Air Serbia to write the next chapter in airline customer loyalty. GRAVTY® is designed for forward-thinking airlines that view customer engagement as a strategic business advantage. Together, we aim to set new standards in customer interaction, driven by innovation, intelligence, and human connection."

The launch of this frequent flyer program not only showcases Air Serbia's dedication to digital transformation but also solidifies Loyalty Juggernaut's position as a preferred technology partner for next-generation loyalty ecosystems in Europe.

About Air Serbia

Air Serbia, the national carrier of Serbia, services over 90 destinations across Europe, China, North America, and the Mediterranean, boasting a legacy of nearly a century in the airline industry.

About Loyalty Juggernaut Inc.

Headquartered in Palo Alto, California, Loyalty Juggernaut offers a cloud-native, AI-powered loyalty technology platform—GRAVTY®—to help businesses transform loyalty into a measurable growth engine spanning various industries. Their impressive clientele includes noted companies such as WestJet, VietJet, and Emirates.

This partnership promises to innovate how travelers engage with loyalty programs, paving the way for a new era in customer retention and satisfaction within the travel industry.