In conversation with: Liz Gaskin-Payne, Product Manager at IAG Loyalty

Customer loyalty has evolved far beyond points and perks. It’s now a data-powered, AI-enhanced strategy for building meaningful relationships at scale. In this episode of our podcast series we’re in conversation with Liz Gaskin-Payne, Product Manager for Reward Flights at IAG Loyalty, to explore how her team is reimagining the loyalty experience from the inside out. Together, we explore how data and AI are transforming the way brands engage with customers, offering a more dynamic, personalised, and value-driven experience.

 Here are the top insights from our conversation:

1. Data isn’t just the output, it’s the foundation

At IAG Loyalty, data isn't just an output, it's the input. From spotting friction in the booking journey to shaping entirely new product features, the team grounds decisions in genuine customer behaviour and lived experience.

As Liz puts it, “It all boils down to data in some way, shape or form.”

 

2.  Personalisation at scale is the new standard

Customers don’t just want relevant offers, they want to feel like brands get them. At IAG Loyalty, it’s not just about what people book, it’s about how they browse. Are they checking out weekend city breaks? Being flexible with dates? Searching the same destination more than once?

 

Liz and her team look at those signals to build a picture of intent, so they can offer rewards and suggestions that feel genuinely useful, not just thrown in. It’s personalisation that feels helpful, not engineered.

 

“We’re trying to meet people where they are, not just where they’ve been,” Liz shared.

3. The value exchange with data matters more than ever

With increased capabilities to collect and act on data, customers are rightly asking: what am I getting in return? This is where the value exchange becomes critical. Liz highlights that customers are more than willing to share their information if they feel it leads to real, tangible benefits.

That doesn’t always mean discounts or freebies. Often, value shows up as relevance, ease, or inspiration. Whether it’s a flight search tool that ‘just works’, or a curated reward suggestion they hadn’t considered, customers want to feel seen and understood. And if a loyalty programme doesn’t deliver that? There are plenty of others that will.

"Customers are happy to share, as long as what they get back actually matters to them,” Liz explained.

 

 

4. AI helps spot the unseen, fast

One of the most powerful applications of AI Liz shared wasn’t customer-facing at all. It was operational. Using AI for anomaly detection on booking platforms, the team ran a test to see if anything unusual would surface.

 

“Forty hours later, it picked something up over the weekend,” Liz said. “It was brilliant. It felt like a real win.”

 

It’s a reminder that some of AI’s greatest strengths lie behind the scenes, quietly preventing problems before they scale.

 

5. Testing and experimentation drive better outcomes

Instead of launching fully-built features based on instinct, IAG Loyalty now works in a ‘test and learn’ mode. Lightweight experiments, small iterations, and early feedback loops are helping them move faster, reduce risk, and innovate with confidence.

Their clickable map tool, now a favourite among users, started as one of these quick experiments. And when something doesn’t work? That’s still a win.

 

“A failure isn’t really a failure if it teaches you something,” Liz said. Having this mindset is key to unlocking innovation while managing risk.

 

6. Customer passion is a superpower

Some customers have used Avios to travel to nearly every country in the world. That level of engagement doesn’t happen by accident; it’s an emotional connection.

Understanding this passion helps the IAG Loyalty team stay focused on delivering value that feels fair, exciting, and worth the effort. Whether that’s through more accessible reward flights or smarter suggestions, their goal is to help customers feel seen and supported.

Their ‘Insight at Night’ programme, where frequent flyers meet directly with product teams, brings that mission to life. It’s a reminder that behind every dataset is a real person with real goals and ambitions.

One final thought

AI and data aren’t just modern tools, they’re catalysts reshaping the future of customer loyalty. But, as this episode shows, it’s how you use them; with empathy, creativity, and a strong value exchange, that really creates meaningful, lasting connections.

Listen to the full podcast episode now.

Join our webinar

The real cost of getting customer experience wrong

Join us to explore the findings from Know Me or Lose Me, our latest report on how data, AI and rising expectations are reshaping customer experience in 2025.

Register here