While US carriers have soared above all comers when it comes to weighing up loyalty programmes, recent years have seen big European airline groups start to catch up. “We have had growth where we have not had [it] before”, said Rob McDonald, chief commercial officer with IAG Loyalty, discussing how the past three years have been “a watermark” for the business. McDonald pointed to what he said were “five, six, seven major launches in recent years”, collaborations that include with Sainsbury’s Nectar, Argos and Barclaycard, the latter of which in 2022 partnered with IAG Loyalty to launch a credit card

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