The partnership is a milestone on the way to Air Serbia’s centenary, combining tradition, innovation and technology to redefine loyalty.
/PRNewswire/ — AirSerbia has signed a five-year strategic partnership with Loyalty Juggernaut Inc. (LJI) to launch a new generation frequent flyer program, marking a significant milestone in customer loyalty and digital innovation.
Loyalty Juggernaut CEO Shyam Shah and Air Serbia CEO Jiri Marek at the signing of their strategic partnership in Belgrade to launch a next-generation frequent flyer program.
The agreement was signed in Belgrade by Mr. Jiri Marek, Managing Director of Air Serbia, and Mr. Shyam Shah, Managing Director of Loyalty Juggernaut Inc. The partnership combines Air Serbia’s centuries-old tradition and understanding of travelers with LJI’s expertise in developing loyalty ecosystems for businesses.
With a tradition spanning almost 100 years, Air Serbia, true to its motto “On the wings of tradition”, will celebrate its upcoming centenary by combining its legacy of excellence with a bold new vision for innovation and engagement, supported by the world’s most advanced loyalty platform. The new program, powered by LJI’s patented GRAVTY® technology, delivers dynamic, rewarding experiences for members across a network of travel, retail, lifestyle and financial partners.
Scheduled to launch in March 2026, GRAVTY® will enable real-time, data-driven engagement and reward members not just for flying, but also for everyday activities, strengthening connections beyond travel.
“This partnership is an important step towards improving relationships with our passengers,” said Jiri Marek, Managing Director of Air Serbia. “We are building a modern loyalty ecosystem that rewards customers for every interaction with Air Serbia. By combining our excellent services with LJI’s technology, we can offer a program that reflects the needs of today’s travelers: connected, mobile and looking for personal value.
“We want to create one of the most attractive loyalty programs in Europe,” said Snezana Radinovic, head of frequent flyer product development at Air Serbia. “The GRAVTY® platform gives us the flexibility to develop tailored offerings, better understand our members and respond promptly to their needs. It’s about making loyalty simple, transparent and truly rewarding.”
“We are proud to partner with Air Serbia to write the next chapter of customer loyalty in aviation,” said Shyam Shah, Managing Director of Loyalty Juggernaut Inc. “GRAVTY® is designed for forward-thinking airlines that see customer loyalty as a strategic business advantage. Together we aim to set new standards in customer engagement, driven by innovation, intelligence and human touch.”
This partnership underlines Air Serbia’s commitment to digital transformation and innovation, while strengthening Loyalty Juggernaut’s position in Europe as the technology partner of choice for next-generation loyalty ecosystems.
Information about Air Serbia
Air Serbia, the national airline of Serbia, serves more than 90 destinations in Europe, China, North America and the Mediterranean and has almost a century of experience.
About Loyalty Juggernaut Inc. (LJI)
Headquartered in Palo Alto, California, LJI offers a cloud-native, AI-driven loyalty technology platform GRAVTY® that helps companies turn loyalty into a measurable growth engine for all industries. Customers include WestJet, Viva Aerobus, VietJet, Global Hotel Alliance, FEMSA, Majid Al Futtaim, Emirates and Deutsche Telekom.
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