Airlines Are Turning Live Entertainment Into a Loyalty Strategy

Airlines spend fortunes reminding travelers they exist at 35,000 feet. Increasingly, they are spending it on the ground too — buying their way into theaters, arenas, and concert halls to stay in front of premium customers on the days they are not flying anywhere.

Carriers are fueling brand engagement by offering loyalty program members early access to sales, entry to VIP lounges, and exclusive experiences.

Such partnerships also raise carriers' profiles, exposing them to millions more prospective customers and bolstering their premium lifestyle positioning. Airlines are inserting themselves into customers' daily lives, allowing them to build a year-round following rather than a relationship that begins at check-in and ends at baggage claim.

BA Bets on Entertainment

British Airways offers the latest example of how far this can go. The carrier has secured a foothold in the new entertainment district of Olympia in West London, with naming right