IT debt
IT debt compounds daily
Every patch, every workaround, every "we'll fix it next release" widens the gap between the program your members experience and the program your roadmap describes.
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Strong Performer Forrester Wave™ · Q4 2025 -
Star Performer Everest PEAK Matrix® · 2025 -
3× Golden Loyalty Awards 2021 · 2022 · 2023
The world's most ambitious airline loyalty programs run on GRAVTY®.
WestJet. Emirates. Riyadh Air. Air Astana. Air Rewards. The platform under FFPs that didn't have time to wait ten more years.
Airline programs running on GRAVTY®
Why now
The real risk is inaction
Every quarter you keep the legacy program running compounds the cost of leaving it. Modernization stops being a project and becomes a survival question.
AI window
The AI window narrows
Agentic AI, real-time individualization and ecosystem-scale intelligence are the table stakes of the next 24 months. Legacy platforms can't add them. They were never built to.
Org gravity
Organizational gravity hardens
The longer legacy runs, the more the org assumes modernization means staying with legacy. Skills, vendor relationships, change-control rituals. Every year solidifies around what's already broken.
Expectation
Member expectation outruns the program
Personalization elsewhere has reset what "good" feels like. When the program lags, the member's mental model is no longer "this is loyalty". It's "this brand is behind."
The honest part · What's broken in airline loyalty
What we ship against it
How GRAVTY® answers, point for point
Not aspirational. Live in production on the airlines listed above. Each capability ships in the base platform. No module purchase, no ten-month services engagement.
Award charts are static. Yields stay flat
Fixed-table redemptions decoupled from demand. The most valuable seats burn first, the empty ones never clear, and revenue management runs a completely separate world from loyalty.
Dynamic Award Redemption Pricing
Yield-managed award seats, in real time
Award redemption pricing recalculated against live demand, load factor, member tier, and partner balance. Awards behave like inventory, not like a printed chart from 1994. Patent-protected pricing engine. Per-segment, per-cabin, per-day-of-week. RM-system handshake, bidirectional.
The FFP engine is older than the airline's CEO
Mainframe rules. Three-month change windows. Every new partner is an integration project. Every regulatory ask is a quarter of work. Innovation queues behind operational hygiene.
Visual rules engine
Ship a tier accelerator before Friday
A drag-and-drop rule editor used by loyalty managers, not engineers. Status-credit rules, double-mile promotions, partner earn windows. Authored, simulated, deployed without an IT ticket.
Tier benefits stop at the boarding gate
Skywards-Everyday-style ecosystems get bolted on after the fact. Earn on dining, lifestyle, fuel, retail. But each partner is a custom API, a custom contract, a custom reconciliation.
Lifestyle ecosystem
Onboard a partner in days, not quarters
Standardised partner connectors plus a partner SDK. Skywards-Everyday-style ecosystem mechanics native to the engine. Settlement, exposure, and revenue split managed by the platform.
Loyalty data sits in a silo
FFP doesn't talk to revenue management. RM doesn't talk to NDC. NDC doesn't talk to the contact centre. The member is everywhere and nowhere, visible to no system in real time.
Member 360
One member view, every surface
FFP, RM, NDC, contact centre, mobile, IFE, lounge, ground operations. All read from the same real-time member graph. Premium recognition is no longer dependent on which system the staff member happened to log into.
Compliance is a patchwork
IATA, GDPR, India DPDP, CCPA, UAE PDPL, Saudi PDPL. Each retrofitted into the same engine. Each release is a privacy regression risk. Each new geography is a fresh six-month implementation.
Compliance native
GDPR, DPDP, PDPL, CCPA. Declared at platform layer
Region-pinned data plane. Global control plane. Member residency declared per program. New geography ships in weeks, not quarters. SOC 2 Type II and ISO 27001:2013 certified.
Premium recognition is invisible at the curb
An Emirates Platinum lands at JFK. The ground team can't see them. The lounge agent can't see them. The IFE can't see them. The brand's most valuable members touch a dozen surfaces, and the system that knows who they are touches none of those surfaces.
Premium presence
The system that knows the member is on every surface
Real-time member context piped to the lounge tablet, the gate agent's terminal, the contact-centre desktop, the IFE entitlement, the partner POS. The Platinum is seen everywhere the brand shows up.
Airlines running on GRAVTY®
Airline · Replatform Canada's second-largest airline, re-architected on GRAVTY®
8M+ members re-architected
"GRAVTY® is the platform driving this vast transformation."
Steve McClelland · VP Loyalty & Strategic Partnerships, WestJet
Airline · Lifestyle ecosystem Airline loyalty, beyond flights
400+ partners · 2,000+ outlets
GRAVTY® powers Emirates Skywards Everyday. Members earn and redeem Skywards Miles on everyday spending across hundreds of partners.
Emirates
Airline · Startup carrier The most-watched airline launch of the decade, with loyalty live on day one
Day 1 loyalty, live on launch
Sfeer by Riyadh Air launched on GRAVTY®. The first new full-service flag carrier in two decades wanted a loyalty engine that would still be modern in 2040.
Sfeer · Riyadh Air
"We didn't want a loyalty vendor. We wanted a partner who already knew how to build a modern FFP, and who would still be improving the platform five years after we signed."
The questions FFP teams ask us first
How does GRAVTY® integrate with our PSS, Amadeus, Sabre, Navitaire?
Native handshake. We ship pre-built adapters for Amadeus Altéa, Sabre SonicAlpha, and Navitaire New Skies, covering booking, ticketing, check-in, and post-departure events. Real-time accrual on every passenger touch, no nightly batch.
Can we migrate without freezing member transactions during cutover?
Yes. WestJet, Nomad Club, and Air Rewards all migrated under live traffic. We run a parallel-write pattern. GRAVTY® shadows the incumbent engine, accumulates verification deltas for as long as you need, and cuts over with zero member-perceived downtime.
Are you NDC-ready? Do you handle ancillary in the loyalty graph?
NDC Level 4 ready. Ancillary purchases, bags, seats, lounge, IFE, are first-class earn-and-burn events in GRAVTY®, not afterthoughts bolted on with custom code.
What's the typical replatform timeline for a major FFP?
9 to 14 months end-to-end for a tier-1 carrier, depending on partner ecosystem complexity and PSS architecture. WestJet's full re-architecture, including 8M+ member migration, completed inside this window. Greenfield launches (Sfeer) ship in 4 to 6 months.
Do you support OneWorld, Star Alliance, SkyTeam earn-redemption rules?
Yes. Alliance partner earn-and-burn, status-credit reciprocity, and inter-airline reconciliation are standard capabilities. Several customer programs run reciprocal earn arrangements with non-LJI alliance partners on the same engine.
How is member data residency handled across EU, India, GCC, and APAC?
Region-pinned data plane with a single global control plane. Member records originate and stay in their resident geography. You choose the residency on a per-program basis. Native support for GDPR, India DPDP, UAE PDPL, Saudi PDPL, and CCPA, declared at platform layer, not implemented per release.
Does this work for low-cost carriers?
Air Rewards by Air Arabia runs the same engine the flag carriers run, at a fraction of the cost-to-serve. The serverless architecture means you pay for what you actually use. A 4M-member LCC isn't subsidising a 50M-member ecosystem's compute.
Go deeper
Ecosystem loyalty, explained Why multi-brand programs compound, and how the settlement actually works. Airline loyalty programs, catalogued The notable FFPs, one page each. What is an Enterprise Growth Platform The category GRAVTY defines: loyalty as a growth engine, not a cost centre. Insights Long-form writing on enterprise loyalty from the LJI team.
The real risk is inaction
Loyalty technology is moving fast. Agentic AI, ecosystem orchestration, and real-time intelligence are reshaping how the next generation of programs work. The sooner you start, the more you'll shape what's coming.