Loyalty is becoming a financial powerhouse.
The world’s top 20 airline FFPs are valued more than the airlines themselves.
GRAVTY® for airlines
The Growth Platform for Modern Airline Loyalty.
Turn your frequent flyer program into an intelligent, always-on growth engine with GRAVTY®.
Power personalized member experiences, accelerate partner ecosystem growth, unlock new revenue and put Agentic AI to work across your loyalty operation.
Strong PerformerForrester Wave™ · Q4 2025
Star PerformerEverest PEAK Matrix® · 2025
3x Golden LoyaltyAwards 2021 · 2022 · 2023
Why now
Airline FFPs have become too valuable to run on yesterday’s technology.
The loyalty operating model has changed. The technology underneath it must change with it.
Members expect individualization.
Marketing is for segments. Loyalty is for individuals, because loyalty is emotional.
Loyalty is the most powerful first-party data asset.
Build, nurture, and rapidly scale an empowered partner ecosystem.
The future of loyalty is agentic.
AI lifts productivity and operational efficiency, prevents fraud and revenue leakage, and deepens member retention and engagement.
Loyalty is a balance sheet asset.
Most brands still manage it like a marketing experiment.
Our vision has always been to make our loyalty programme as relevant and valuable as possible for our Norwegian Reward members. By modernising our technology platform, we are taking an important step towards providing an even better and more flexible offering.
Setting the gold standard in loyalty
What great airline FFPs look like.
Six outcomes. One continuous growth loop.
Acquire.
Turn travelers into known, engaged members.
Activate.
Move members rapidly from enrollment to first earn, first redemption and habitual engagement.
Individualize.
Make every offer, benefit, reward and interaction relevant to the individual member.
Monetize.
Grow co-brand, ancillary, partner and loyalty-driven revenue.
Retain.
Identify disengagement and churn risk and intervene intelligently.
Optimize.
Continuously improve program economics, liability, partner performance and member value.
WestJet has been on a multi-year journey to completely re-architect WestJet Rewards, from a flight-centric program to a full points-and-status ecosystem with milestone awards, a modern eStore, and a much broader partner network.
How we make it real
From loyalty platform to intelligent loyalty operation.
GRAVTY® brings six agentic systems into one airline loyalty operation.
- SenseSignals arrive from every channel, live
- ReasonThe cause is separated from the noise
- RecommendA move is proposed with its economics
- ActThe move executes inside policy
- LearnThe result feeds the next decision
GRAVTY® Agentic Universe
Six agentic systems. One operation.
The future of loyalty technology tells you what will happen, tells you what to do, then helps do it.
Imagine knowing
Which high-value members are showing the first signs of disengagement?
Which members should receive a status accelerator instead of bonus miles?
Which partner categories would create the greatest incremental engagement?
Which offers are producing incremental behavior versus subsidizing existing behavior?
Which members are most likely to respond to an upgrade, ancillary or partner offer now?
Where are program economics deteriorating before the change reaches quarterly reporting?
Why GRAVTY®
Built for the way an airline loyalty business actually runs.
Seven areas of the airline loyalty business, each with the asset that answers it.
Frequent Flyer Program Management
Manage your program with any model, any structure, at any scale.
- Miles, currencies, tiers and status qualification
- Benefits, expiration and family accounts
- Corporate accounts, subscription memberships and promotions
Airline & Alliance Management
Power reciprocal rewards, statuses and benefits across global airline networks.
- Marketing and operating carrier, codeshares and interline
- Alliances and retro claims
- Fare classes and accrual rules
Partner Ecosystem
Build profitable partnerships that extend loyalty into members’ everyday lives.
- Co-brand cards, hotels, retail and lifestyle partners
- Small and medium businesses
- Prospecting, onboarding, intelligence, invoicing and settlement
Personalization & Engagement
Individualize every interaction to deepen emotional engagement and maximize value.
- One-to-one offers and next-best-action
- Challenges, gamification, sweepstakes and raffles
- Real-time experiences
Rewards & Commerce
Transform loyalty currency into seamless commerce, limitless choice and new revenue.
- Miles plus cash redemption
- Award catalog and partner inventory
- Ancillary opportunities
Program Economics & Intelligence
Run loyalty as a governed asset with financial clarity, control and confidence.
- Liability and breakage
- Member and partner economics
- Program KPIs and predictive intelligence
Financial Planning, Analysis and Accounting
Predict performance with scenario planning and IFRS-compliant accounting.
- Scenario planning and what-if analysis
- IFRS-compliant balance sheet
- IFRS-compliant P&L statements
At Riyadh Air, we are committed to setting a new standard in customer experience. Loyalty Juggernaut's cutting-edge GRAVTY® platform allows us to create a digital-first loyalty program that matches the ambition, innovation, and scale of Riyadh Air.
Architecture, scale and trust
Built for the complexity airlines cannot compromise on.
Airline loyalty sits in the middle of an estate that can span decades of technology. Every integration must absorb that complexity without passing it to the member.
Built across generations
Connect systems created from the 1990s through today.
Designed for adaptability
Integrate systems that evolve independently in their own operational environments.
Seamless at the point of experience
Keep the member journey intact across every earn, redemption and service interaction.
- Requests an hour
- 100M+
- Transactions a second
- 30,000+
- Response times
- <50ms
- Architecture
- Serverless
Real-time. Cloud-native. API-first. Proven at airline scale.
GRAVTY®
Reservation and departure
Amadeus Altéa, Sabre, Navitaire and more
G-PSSConnect · G-ResConnect
- PSS
- CRS
- DCS
- Legacy mainframe
Back office
Where value is settled and identity is held
G-FinConnect · G-PoSConnect · G-IDConnect
- ERP and finance
- Payments
- Point of sale
- Supply chain
- Identity provider
Marketing and data
Your stack, not ours
G-CDPConnect · G-MarketingConnect · G-DataConnect
- CRM and CDP
- Marketing platforms
- Data warehouse
Member channels
Every place a member is recognized
G-WebConnect · G-MobileConnect · G-SocialConnect · G-WiFiConnect
- Airline.com
- Mobile app
- E-commerce
- Social media
- Wi-Fi
- Airport
- Contact center
- Concierge app
- Award catalog
Ecosystem channels
Onboarded and settled in the platform
G-PartnerConnect · G-PMSConnect · G-WalletConnect
- Merchant and partner apps
- Partner locations
- Small and medium merchants
- Hotel and partner PMS
- Gift cards
- Co-brand
- Corporate members
Security and resilience
SOC 1, SOC 2 and SOC 3 · ISO 27001, ISO 27018 and ISO 22301, certified by BSI · ISO 42001, responsible AI management, certified by BSI · GDPR, certified by TrustArc.
GRAVTY® provided the architectural flexibility, scalability, and modern capabilities necessary to bring our vision to life and support our future growth ambitions.
Migration · GRAVTY® Ascend
Your loyalty platform shouldn’t take years to replace.
GRAVTY® Ascend turns migration from a leap of faith into a controlled, observable transition.
Discover
Partner surface, rule set and data model mapped against the live program
Configure
Adapters connect. Rules are configured in the platform
Validate in parallel
Both systems hold member state. Every transaction is written to each
Reconcile
Read traffic moves to GRAVTY® under live load. The old system stays warm
Cut over
The old system is switched off once the numbers reconcile
99.999%
Reconciled
Member balances are held in parallel and reconciled before cutover. The program keeps running while the new platform proves it is ready.
Customer proof
Airline leaders building what comes next.
GRAVTY® powers ambitious loyalty programs at WestJet, Emirates, Riyadh Air, Norwegian, Viva Aerobus, Vietjet and more.
Airline · UAE
The world's first airline everyday rewards program, turning daily spending into miles, and miles into deeper loyalty
GRAVTY® powers Emirates Skywards Everyday, the lifestyle rewards program that redefines airline loyalty beyond flights. Members earn and redeem Skywards Miles on everyday spending across 400+ partners and 2,000+ outlets, turning daily transactions into meaningful loyalty moments while driving greater mindshare, engagement, and brand affinity.
- Active
Members - 66%
- Avg Transactions / Month
- 12.7
- Reduction in Partner Onboarding Time
- 80%
Airline · Canada
Canada's second-largest airline re-architected its whole program without closing it.
WestJet moved WestJet Rewards off Siebel and onto GRAVTY®, going from a flight-centric program to a points-and-status ecosystem with milestone awards, a modern eStore and a far broader partner network. Members kept earning throughout. From 2027 that network reaches an everyday purchase: members who link WestJet Rewards and Tims Rewards will earn points in both programs on one eligible Tim Hortons purchase.
- Member data reconciled
- 99.999%
- Year-end rollover, down from 10 days
- 28 hours
- Programs earn on one Tim Hortons purchase, from 2027
- 2
Airline · Saudi Arabia
A new national carrier launched with loyalty live on day one.
Riyadh Air built its program on GRAVTY® before it flew, so enrollment, earning, tiers and partner accrual were running from the first ticket sold rather than arriving in a later phase.
- Members enrolled
- 1M
- From launch
- 12 months
- Loyalty live at launch
- Day one
Airline ecosystem · Nordics
Three of the Nordics' largest programs went live on one platform, sharing one currency.
Norwegian Reward, Strawberry and Spenn launched together on GRAVTY® on 3 June 2026, standing up a shared points ecosystem across an airline, a hotel group and a retail network.
- Programs, one platform
- 3
- Founding partner brands
- 6
- Nordic partner turnover
- $20B+
Comparison
Built for airlines that have outgrown legacy loyalty technology.
| Before | With GRAVTY® | |
|---|---|---|
| 01Launch a new loyalty campaign |   |  |
| 02Onboard a new partner |  |  |
| 03Change the program construct |  |  |
| 04Detect fraud, revenue leaks and operational issues | |  |
| 05Add a third-party integration | | |
| 06Create a new audience | | |
| 07Configure business rules | | |
| 08Build new reports |  | |
Our ambition is to create one of the most engaging loyalty propositions in Europe. The GRAVTY® platform gives us the flexibility to design tailored experiences, understand our members better, and respond promptly to their needs.
Questions
Airline loyalty platform questions.
What makes GRAVTY® an airline loyalty platform?
GRAVTY® brings frequent flyer program management, airline and alliance logic, partner ecosystems, personalization, rewards, loyalty economics and financial governance into one operation.
Can GRAVTY® replace a legacy airline loyalty platform?
Yes. GRAVTY® is built to take over from legacy loyalty systems, migrating members, balances, tiers and partner data while the program keeps running.
How does GRAVTY® integrate with airline systems?
GRAVTY® connects to reservation, departure control, revenue accounting, CRM and partner systems through open APIs and real-time events, so loyalty data stays in step with the rest of the airline.
How does Agentic AI support airline loyalty?
Agentic AI works alongside program teams to analyze member behavior, recommend and configure campaigns, and flag fraud or revenue leaks as they happen.
Can airline partners operate directly in GRAVTY®?
Yes. Partners can be onboarded and managed within GRAVTY®, with their own access to configure offers, accrual and redemption rules, and reporting.
How does GRAVTY® support loyalty economics?
GRAVTY® tracks the cost and value of every point issued and redeemed, giving finance and loyalty teams the liability, breakage and partner billing insight they need to govern the program.
Launching on GRAVTY® gives us a highly scalable technology foundation that enables us to accelerate innovation, expand our ecosystem, and create richer experiences for participating brands' customers.
The real risk is inaction.
Every month the current platform constrains innovation, the competitive gap widens.
IT tax compounds daily.
Every campaign change, tier update, and partner integration that requires a development cycle costs weeks and dollars that accumulate into millions annually.
Competitors build moats.
Rival airline programs are investing aggressively in modern loyalty stacks. Each month deepens their partner integrations and behavioral data advantage.
AI window narrows.
AI-driven personalization learns from behavioral data. Late movers start with models that have never learned. That gap compounds and becomes structurally difficult to close.
Legacy incumbency calcifies.
The longer a legacy CRM runs the loyalty program, the more the organization assumes modernization means staying with the incumbent vendor. That path preserves architectural rigidity.
What comes next
What could your loyalty program become?
Turn loyalty into an enterprise growth engine.
Talk to our airline teamMore valuable members. More productive partners. More personalized experiences. Faster innovation. Better program economics. An intelligent operation that never stops learning.
