Unlocking Loyalty: How United’s Kinective Media Transforms Travel into a Lifestyle Experience – Insights from Beet.TV

CANNES — Loyalty programs are changing. They’re no longer just about airline miles or hotel points. Khatidja Ajania, director of strategic partnerships at Kinective Media by United Airlines, shared insights on this topic at the Cannes Lions International Festival of Creativity.

According to Ajania, companies are now using data collaboration to strengthen customer loyalty. “We’re able to share data with our partners in a way that protects privacy. This helps us understand our customers better,” she mentioned. Both United and its partners gain insights that help measure campaign performance and develop smarter strategies.

Ajania emphasized that personalization and privacy can coexist. “Personalization is crucial because customers expect it. But we must respect their data and ensure transparency,” she said. By embedding privacy principles into their practices, United aims to offer tailored experiences while fostering deeper customer relationships.

Today’s travelers, especially younger ones, want more than simple loyalty perks. “The old transactional loyalty model needs to evolve,” Ajania stated. “Young travelers seek flexibility and instant rewards.” United is transforming its MileagePlus program into a broader lifestyle option. For example, partnerships with brands like Vivid Seats let members earn miles on concert ticket purchases, even for big events like Taylor Swift or Beyoncé. They’ve also teamed up with Spotify to enhance the music experience both in-flight and on the ground.

Moreover, United is exploring connections beyond travel, engaging non-travel industries like dining and entertainment. Ajania shared a relatable example: “I always buy sunblock when I land. How can we connect retailers with customers when they arrive?” This initiative collaborates with local businesses to provide unique experiences, such as local tours and dining options.

With new routes, including a recent flight to Greenland, United focuses on enriching travelers’ experiences from start to finish. “How do we help you discover what’s in Greenland?” she asked. The goal is to build an ecosystem that offers engaging experiences at every step of the journey.

In today’s competitive landscape, loyalty is about creating meaningful experiences, not just accumulating points. This shift reflects a growing trend among travelers who value personalized experiences that resonate with their lifestyles.

For more on loyalty program evolution, you might want to explore insights from the International Air Transport Association (IATA) about changing passenger expectations.

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