NEWS FLASH
Air Serbia plans to launch its new in-house loyalty program in March 2026 to replace Etihad Guest. The carrier has inked an agreement with the US-based Loyalty Juggernaut (LJI), a customer engagement and loyalty technology company that specialises in helping airlines design, build and run advanced loyalty ecosystems. Its platform uses real-time data, personalisation and interoperability across partners to create more dynamic and high-value loyalty programs for both consumers and enterprises. Among airlines that utilise Loyalty Juggernaut are Emirates, WestJet and Viva (formerly known as VivaAerobus). As part of the partnership, Air Serbia will implement LJI’s GRAVTY software platform, which will serve as the foundation of its new loyalty program.
Earlier this year, Air Serbia and Visa signed a cooperation agreement to issue a new co-branded card as part of the carrier’s upcoming frequent flyer program. One of the key advantages of Air Serbia's new loyalty program will be the ability to also collect points through activities other than travel.
Finally !
ReplyDeleteFinally, this is long, long overdue.
ReplyDeleteI just hope they don't disappoint.
It is wild how many years took them to decide on it.
DeleteI blame stupid Etihad which left JU in a state of total chaos and utter confusion. Let's not forget that Jat Airways had its own loyalty program, they even had a website where you could add your flights until you got a free one.
DeleteThen we go back to 2013 when Etihad showed up, killed this program and integrated JU into their own FF program. Had they not done it, someone at some point would have modernized Jat's FF scheme.
Unfortunately Air Serbia never developed a strong and concise commercial strategy which is why they are introducing their FF program in 2026. Because of all this, and much more, I am cautiously optimistic when it comes to them launching their own FF program.
JAT had only about 1.3 million passengers and no long haul network. Was it worth it redoing dedicated loyalty program or going with Etihad alliance partner, similar to how Croatia or LOT are still doing?
DeleteNow that Etihad alliance doesn't exist, and Air Serbia is approaching 5 million passengers with growing long-haul network, own loyalty program makes a lot more sense than in 2013.
^had 1.3 million passengers in 2012
DeleteIt doesn't matter how big or small you are, building customer loyalty matters from the very first day.
DeletePersonally I think it would have been better had they kept what Jat developed instead of dumping it and replacing it with Etihad's one.
Unfortunately back then JU was forcefully integrated into EY in more ways than one.
Unfortunately? The company wouldn’t exist without EY entering the joint venture at the time.
DeleteWell, let's not forget that Etihad almost destroyed JU as well. The only reason why JU made it this far is because EY packed their bags and left. Only once decisions started to be made in Belgrade and not Abu Dhabi, JU started to recover and to become what it is today.
DeleteHave we forgotten what the last days of Kondic as the CEO were like? Millions in losses, constant changes in corporate strategy, cardoboard boxes as business class meals etc.
17.44
DeleteJAT had 5 million passengers and long-haul spreading over 5 continents
What you speak about is not JAT, but Jat Airways. Suggest you read "Bio jedan JAT" by Mr. Jovo Stanišić
Nemjee, what constant changes in corporate strategy? There was only one, from dedicated business class to regular seating, and frugal measures associated with it.
DeleteWithout Etihad/Kondic (costly) turnaround, there would be no Air Serbia as we know it today. Everything else is an attempt to falsify JU's history.
Kondic also launched New York service just over a decade ago, on Nov 9, 2015. Going from narrowbody to widebody, getting crew trained, getting all the permissions was a major challenge. His effort laid the groundwork for longhaul expansion steps that followed.
DeleteAnon 00.33
DeleteI am happy you mentioned the costly turnaround because we should also make sure we mention who paid for all that. Was it Etihad or was it the Serbian government? Bottom line is that without the millions and millions spent by the government, nothing would have changed.
After years of mismanagement, Etihad left Air Serbia in a state of total chaos and mess. Air Serbia went from a legacy carrier to a hybrid to a relatively speaking low cost carrier. Have we forgotten how often they were changing their onboard product? I still remember the time when you would get a snack/meal depending on the ticket fare. Crew would be going around the plane with it asking passengers for their names. Luckily this adventure did not last long. There was also a time when they charged passengers to check-in at the airport.
As for Kondic, his legacy is mixed. Naturally he did some good things and then there were some catastrophic ones. For example, the atmosphere inside the company was horrible, he failed to renew the ATR fleet, retirement of B733s took way longer than initially planned, financial performance was going from bad to worse, there were major network cuts... I mean there is a reason why the Serbian government fired him in the end.
Jat Airways' transition into Air Serbia happened because the Serbian government decided to stop meddling in its operations. They found an expensive consultant (read Etihad) which was supposed to provide their know-how. EY did set up a new organizational structure which is somewhat still used today.
However, let's also not forget that Etihad absolutely destroyed many airlines it tried to fix. From what I remember only Air Serbia and ITA survived. Even Etihad fired Hogan and entered a serious restructuring phase which saw them move away from their previous model.
As mentioned above, without the local team in Belgrade, Air Serbia would not have survived. Only once Serbs started to make decisions did things start to improve.
Seems like many would like to undermine the role of Serbs in trying to save JU. Serbia has a very long tradition when it comes to civil aviation. People tend to forget that AeroPut was a Serbian company, founded by Serbs and funded by Serbian capital. It was extremely successful because it operated as a for-profit business from day 1.
Naturally their property was confiscated in 1947 and we got JAT.
Nemjee, I see a lot of opinions (all the time), but not many facts from you.
DeleteTrust me, no one at Air Serbia was interested in any loyalty programme, they also didn't want communication with EYG nor did they train their staff.
I know first hand. lol
If it weren't for Etihad, Air Serbia would not exist today for sure.
Etihad Guest was great for JU because you could use Tier Segments to progress, considering that most JU flights are short.
We'll see what mess this new programme will be.
Yes, I think people keep forgetting what Jat Airways was like before the deal with Etihad was struck. Etihad's decisions toward the end were incredibly bad, but we cannot deny the fact there would not have been a national airline in Serbia in any form if Etihad had not stepped in as Jat Airways would have most likely been liquidated.
DeleteAnon 10.03
DeleteFacts are there, feel free to re-read what I wrote.
What many of you are forgetting (on purpose or not) is that Etihad almost killed JU in the end. Why? Because of their disillusioned policies. Air Serbia is here today exactly because the Serbian government decided to pay to fix the mess left by Etihad and its management. Similar to what the Italian government did once Etihad left Alitalia.
Air Serbia started to recover only once local management started to make decisions and to lead the company.
There is a reason why Hogan was fired and why Abu Dhabi decided to kill his business strategy. They did that because it was a complete and utter failure.
The only good thing EY did was to set up the organizational structure and that's about it.
And btw love them or hate them but if there was no political will to save JU then nothing would have changed. Etihad showed up because Dinkic arranged it with the sheikh.
DeleteSo if you want to praise anyone feel free to praise Vucic and SNS. He he he
Nemjee, it was already explained many years ago and many times to you, Purger and similar crowd: government was already vasting many millions supporting Jat Airways without results and without hope, many other airlines didn't want to touch JU. Yes, it was Dinkic+Vucic+Etihad, and it did cost a lot of money. JU survived and turned into stable and profitable airline. Other CEOs, employees and government worked hard and helped, but that shocking turnaround in 2013 was critical.
DeleteWhen Visa program is launching, they said in November?
ReplyDeleteNo they did not. No need to make things up
Deletehttps://www.exyuaviation.com/2025/06/air-serbia-and-visa-to-issue-co-branded.html
^ It was supposed to be introduced along with the new loyalty program by the end of this year:
Delete"Air Serbia and Visa have signed a cooperation agreement to issue a co-branded payment card, which will play part in the airline’s upcoming new loyalty and frequent flyer program, which should be rolled out by the end of the year."
Hopefully the Dinarcard will also be used to collect points. It is a Serbian-brand and would certainly help attract customers.
DeleteDina will help attract customers? Are you sure?
DeleteI assume he meant the other way round - Air Serbia loyalty program could help Dina card get traction.
DeleteI have couple of mine Dina cards somewhere in the drawers, never used any of those.
That wouldn’t change with Air Serbia loyalty program being linked with it, but maybe it wouldn’t be the the with other people.
I assume this would be a Dina credit card, the ones in your drawers are debit :)
DeleteIdemo dalje..
ReplyDeleteI'm happy this is happening. But if they just inked this agreement now, what have they been doing these past 5 or so years? Choosing a software platform?
ReplyDeleteThey only made the decision to launch a standalone FFP a year ago.
DeleteThe whole process of introducing new loyalty program started 3 years ago. They needed wait too long for introding one
Deletehttps://www.exyuaviation.com/2022/12/air-serbia-exploring-new-frequent-flyer.html
***way too long***
Delete***for introducing one***
After they terminated contract with Etihad Guest earlier this year, no loyalty miles can be accrued with Air Serbia which is a shame and unfair towards frequent fliers. Now we know that this would be the case until spring.
ReplyDeleteNot true. You just have to ask at check in for them to put in your frequent flyer number. In 99% of cases you will also have to write to them to claim your miles, but they do it quickly. I just redeemed Etihad Guest miles with Air Serbia for a flight in January.
DeleteIt's not possible to add the Etihad Guest number at check-in. Online gives you an error, and at the airport they say that it hasn't been possible for more than a month now. And the miles usually never post, so you have to write to them.
DeleteWithout exaggerating this should have been the main topic of the week!
ReplyDeleteWe have been waiting for this for a few years now...
We are still waiting. This will be topic of the week when actually launched because before that we have no idea on program features…
DeleteI wonder if they will honor miles used month or two before the launch?
ReplyDeleteI'm sure there will be a scheme to convert existing Etihad Guest mileage balances into Air Serbia miles.
DeleteIt will likely be a status match and probably not just Etihad Guest but perhaps other FFPs too.
DeleteIt will beinteresting to see if they will take in consideration miles obtained on Etihad account in last 12 months.
ReplyDeleteAlso it will be good to know if FF status will be chieved by number of flights (as it was with Etihad until one year ago) or status will be reached only by the money spent.
That was supposed to be launched this year, hopefully this delay would be the last.
ReplyDelete+1
DeleteThey waited for so long, but the timing is totally wrong. You need to fortify the substance of your product before trying to gather satisfied, regular customers. Current product is so weak, what is obvious from trip reports and associated comments. Probably that’s why they were not able to join some of the major FF programs, which was their initial intention. Builiding your own programme at the moment when your service is so non-standardized and weak, is rather pointless and very expensive.
ReplyDeleteProbably why they have been postponing it for years and years.
DeleteThey were offered to join both Miles and Smiles Anne Flying Blue. Stop writing BS.
DeleteIf they join at some stage a global alliance their FF would be incorporated into the global FF.
DeleteReading the trip reports I notice 2 weak points:
- The JU sandwich...but catering could be improved overnight, just offering new and better products.
- the cabins....and this is a different topic requires standardisation and maintenance over the years, in other words organisation and investments.
Anon 15.41
DeleteYeah... I highly doubt they were offered to join those programs. I especially don't see it happening for Flying Blue especially at a time when AF-KL terminated the code-share with JU for point to point passengers.
Why would they invite JU to become part at a time when they are limiting their cooperation. Makes absolutely no sense.
The ceo said it himself and I doubt he would be able to go on record if it was made up
DeleteDo you happen to have a source? I know he said they were considering being part of other airlines' FF programs but I don't remember him saying they were actually invited to be part of it.
DeleteLoyalty program and local credit card are great news for domestic population, but loyalty should also be tailored to attract global passengers. For example, New York based passenger travelling in business couple of times a year to Belgrade might not be interested in also collecting points using Visa issued in Serbia, or redeeming points only in Serbia. Looking forward to getting more info for foreign-based passengers.
ReplyDeleteAs with literally any frequent flyer programme, I'm sure the primary use of Air Serbia miles will be to redeem them for Air Serbia flights. Therefore, I don't see why an NYC-based passenger would care about Serbia-specific VISA cards or points redemption in Serbia.
DeleteGod forbid they join any scheme that's useful for Europeans
ReplyDeletePlease name one European frequent flyer programme that is not heavily focused on its hub passengers first and foremost?
DeleteI can only hope we will be able to transfer our status and miles from the current program.
ReplyDeleteGiving what shite Emirates Skywards is, it feels not very promising
ReplyDelete