This partnership is a milestone in 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 next-generation loyalty program, marking a significant milestone in customer engagement 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 formalized in Belgrade by Mr. Jiri Marek, Managing Director of Air Serbia, and Mr. Shyam Shah, Managing Director of Loyalty Juggernaut Inc. This partnership combines Air Serbia’s century-old heritage and understanding of travelers with LJI’s expertise in enterprise-grade loyalty ecosystems.
With a tradition spanning almost 100 years, Air Serbia, true to its motto “On the wings of tradition”, is ready to celebrate its centenary by combining its heritage of excellence with a bold new vision for innovation and engagement, enabled by the world’s most advanced loyalty platform. The new program, based on LJI’s patented GRAVTY® technology, will offer members dynamic and rewarding experiences through a network of partners in travel, retail, lifestyle and finance.
Scheduled to be introduced in March 2026, GRAVTY® will enable real-time, data-driven engagement, rewarding members not only for flights but also for daily activities, strengthening connections beyond travel.
“This partnership marks a key milestone in transforming our relationships with passengers,” said Jiri Marek, CEO of Air Serbia. “We are building a modern loyalty ecosystem that rewards customers for every interaction with Air Serbia. By combining our service excellence with LJI’s technology, we will deliver a program that reflects today’s travelers: connected, mobile and looking for personalized value.”
“Our ambition is to create one of the most attractive loyalty propositions in Europe,” added Snezana Radinovic, Head of Frequent Flyer Product Development at Air Serbia. “The GRAVTY® platform gives us the flexibility to develop tailor-made experiences, better understand our members and respond quickly to their needs. It’s about making loyalty simple, transparent and truly rewarding.”
“We are proud to partner with Air Serbia to define the next chapter of loyalty in aviation,” commented Shyam Shah, CEO of Loyalty Juggernaut Inc. “GRAVTY® was designed for pioneering airlines that view loyalty as a strategic business asset. Together, we want to set a new benchmark in customer engagement, leveraging innovation, intelligence and human connection.”
This partnership demonstrates 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.
On behalf of Air Serbia
Air Serbia, the national carrier of Serbia, serves more than 90 destinations in Europe, China, North America and the Mediterranean, with almost a century of excellence.
About Loyalty Juggernaut Inc. (LJI)
Headquartered in Palo Alto, California, LJI’s cloud-native, AI-driven GRAVTY® loyalty technology platform helps businesses transform loyalty into a measurable growth engine across industries. Its clients include WestJet, Viva Aerobus, VietJet, Global Hotel Alliance, FEMSA, Majid Al Futtaim, Emirates and Deutsche Telekom.
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