At the World Aviation Festival 2025, Cristian Ortiz, CEO of LATAM Pass, outlined how the programme is evolving from a traditional frequent flyer scheme into a digital-first, everyday loyalty ecosystem anchored in real-time integration, choice-based milestones, and long-term partnerships. With over 52 million members, LATAM Pass aims to blend daily utility with the aspirational core of travel, positioning itself as one of the world’s top loyalty platforms.
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LATAM AirlinesAt the World Aviation Festival 2025, Cristian Ortiz, CEO of LATAM Pass, outlined how LATAM Airlines is transforming its loyalty programme from a traditional frequent flyer scheme into a comprehensive digital ecosystem designed to deliver daily relevance, stronger partnerships, and long-term customer satisfaction.
LATAM Airlines: Strong Market Leadership
Ortiz began by highlighting LATAM Airlines’ market position after its Chapter 11 restructuring. The airline now flies to 253 destinations worldwide, exceeding pre-pandemic levels. With domestic leadership in Brazil (41%), Chile (64%), Peru (65%) and a strong share in Colombia and Ecuador, LATAM is South America’s largest carrier. Partnerships with 57+ global airlines and a joint venture with Delta extend its reach across the US, Europe, and Australia.
This scale gives LATAM Pass a uniquely strong foundation: 52+ million members today, growing by 11,000 new members daily. It is the 4th largest loyalty programme in the Americas and 8th worldwide.
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Image: GLO
LATAM Pass: Redefining Loyalty
Ortiz described LATAM Pass’s strategic shift under the campaign “Tus Millas, Tú Eliges” (“Your Miles, You Choose”) — emphasising customisation and personalisation.
Key results so far:
- 52+ million members across Latin America.
- 83 Boeing 787-9s worth of seats redeemed daily through miles.
- CSAT up 12 points in six months, with improvements across all membership tiers.
- In some markets, up to 20% of load factor is redemption-based, showing strong alignment with revenue management.
Strategic Innovations
1. Milestones & Choice-Based Rewards
Members now unlock bonus milestones midway between status tiers, choosing benefits that matter most to them — such as miles, qualifying points, or partner perks. Over 2 million members have already engaged with the feature in 2025, exclusively via the LATAM Pass app.
2. Everyday Engagement & Real-Time Integration
- Real-time accrual: 75% of flight miles now post before take-off, with push notifications that directly boost CSAT by 5 points.
- Marketplace: LATAM Pass Shopping offers 120,000+ products for redemption, allowing even low-mile members to find daily value.
- Fuel & travel partners: Qualifying points are now earned not only on flights but also on hotels, car rentals, and even fuel purchases (via a new partnership with Aramco in Chile).
3. Digital-First Approach
LATAM Pass is now an app-first programme with more than 3 million users and a 4.8 rating in app stores. The standalone loyalty app enables rapid innovation, milestone redemption, and gamified engagement.
4. Partnerships for the Long Term
LATAM is focused on long-lasting strategic alliances, not short-term promotions. The recent five-year renewal with Santander in Chile builds on a 30-year partnership, while the launch with Aramco has already driven 60% of fuel customers to switch providers within two months.
Vision & Purpose:
Ortiz summarised the programme’s purpose as:
“LATAM Pass wants to be with you on the journey of life—delivering value not only when you fly, but every day.”
The roadmap includes:
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Expanding dynamic offers, gamification, and personalised push notifications.
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Broadening qualifying points across the ecosystem (beyond flights).
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Building seamless digital integration so every member interaction — from fuel to flights — is effortless and rewarding.
Key Takeaways:
- Scale: LATAM Pass is a top 10 global programme with rapid daily growth.
- Personalisation: “Your Miles, You Choose” gives members real control over benefits.
- Redemption: Strong focus on keeping awards aspirational yet accessible.
- Engagement: Real-time accrual, app-first milestones, and everyday relevance keep members active.
- Partnerships: Deep, long-term collaborations (banks, fuel, retail) anchor LATAM’s ecosystem.
- Vision: Loyalty as a daily digital lifestyle platform, not just a flyer programme.
GLO Take:
LATAM Pass is positioning itself as more than a frequent flyer scheme — it’s becoming a regional lifestyle loyalty platform. Its success will depend on how well it balances daily utility (payments, fuel, shopping) with the aspirational core of travel redemptions. By pushing real-time integration, milestone choice, and everyday partnerships, LATAM is signalling a broader trend in global loyalty: the shift from transactional programmes to continuous, life-embedded ecosystems.
Source: GLO
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