Air Serbia is cutting its last commercial ties with Etihad by launching its own loyalty programme.
The Serbian national airline has introduced a standalone frequent flyer programme called ELEVATE, thereby completely replacing the previous Etihad Guest. This also marks a new phase in customer relationship management.
Launch of a new, independent loyalty programme Air Serbia This is a strategic milestone that marks the final commercial separation from former co-owner Etihad Airways. Instead of continuing to use the Etihad Guest platform, in which the company had been involved since 2013, Air Serbia has opted for its own, more modern technological solution. For the regional market and partners in the tourism industry, this means the introduction of a significantly more flexible model. It is no longer tied to the global policies of the Gulf carrier, but is adapted to its own route network and the habits of local passengers.
Air Serbia CEO, Jiří Marek, highlighted that this is just the beginning of the transformation of a broader platform that should extend beyond air transport in the future. The key information for the agency business and the travel tech sector is that the new system is based on the GRAVTY platform from Loyalty Juggernaut. This allows for real-time data processing and user interaction.
Four membership tiers and switching from Etihad Guest
The new model functions through four status tiers: Blue, Bronze, Silver, and Gold. Moving up to a higher tier will depend on the number of flights completed or status points collected within the Air Serbia network. Points are accumulated not only by purchasing airline tickets but also through all additional services such as purchasing extra baggage. There are also seat reservations or access to premium lounges.
To ensure the transition doesn't cause revolt among existing loyal passengers, the company has opened a three-month window for a so-called “Status & Miles Match”. All existing members of the Etihad Guest programme can apply for a direct transfer of their collected miles and equivalent status into the new ELEVATE system. This will maintain the continuity of benefits on routes from Belgrade and other regional airports.
Expansion into the banking sector and partner airlines
Unlike the old system, ELEVATE is structured much more broadly in the context of commercial partnerships. Air Serbia has already secured cooperation with major financial institutions such as regional banks Banca Intesa and Alta Banka. Co-branded debit and credit cards will also be launched on the market from October this year. This will enable passengers to collect points through everyday spending, which is a proven model for encouraging profitability and retaining customers within the airline's ecosystem.
What directly affects tour operators and TMCs is the announcement that points will soon be collectable on partner airline flights as well. Although the names of these partners have not yet been officially released, the introduction of this option is planned for the coming weeks. This suggests the conclusion of new bilateral agreements outside of the current Etihad frameworks.
All technical elements and full visibility of functionalities within the system will be integrated in the next few days. Registration is free for passengers and is already available via the airline's website and soon its mobile app.
