How airlines work with ULV

Four ways to work with ULV, and how engagements move between them.
There is no single way to work with ULV. Clients often begin with one model and move into another as the relationship deepens and the need changes — an advisory engagement that becomes embedded, an interim seat that becomes a Build, Operate, Transfer mandate. The shape follows the business, and where the work actually gets hard.

Strategic Advisory

For airlines where the program is healthy and the leadership team is strong, and the value sits in challenging assumptions, sharing what comparable programs are doing, and bringing experience to bear when a board-level decision is on the table.

Four advisory sessions per month with the loyalty leadership team

  • Annual two-day strategy workshop, in person
  • On-call access for ad-hoc topical discussion
  • Optional thematic deep-dives (cobrand strategy, partner negotiation, program valuation, etc.)
  • The board needs an experienced external view ahead of a strategic decision
  • The CLO needs a trusted thinking partner
  • The program is preparing for a major commercial event (renegotiation, relaunch, transaction)
12 months, renewable.
Discuss a Strategic Advisory engagement

Embedded Transformation

A ULV team works inside the airline for the duration of a defined transformation.

For transformations that need more than advice — relaunches, restructurings, commercial overhauls — ULV embeds a small, senior team alongside client leadership. We report to a client sponsor, integrate with the airline’s governance, and drive the work to delivery.

  • Senior ULV transformation lead embedded with the client
  • Defined transformation scope, milestones and outcomes
  • Supporting specialists drawn from the ULV team and network as workstreams require
  • Optional integration with ULV's Manila-based delivery capability for execution capacity
  • A flagship program is being relaunched, restructured or recommercialised
  • The transformation needs operating depth the in-house team cannot provide
  • The leadership team wants senior partner-level continuity, not a rotating consulting cast
6 to 18 months.
Discuss an Embedded Transformation

Interim Leadership (Fractional CLO)

Steady, experienced leadership of the loyalty function — fractional or full-time, for as long as needed.

When a key loyalty leadership role becomes vacant, or when a function needs senior capability before a permanent hire can be made, ULV provides interim leadership. The interim leader operates as part of the airline executive team — accountable to the CCO or CEO, managing the team, the partners, the technology and the P&L.

  • Senior interim leader with airline loyalty operating background
  • Defined responsibilities and reporting line
  • Full operating accountability for the duration
  • Optional handover and recruitment support to the permanent successor
  • Vacancy in a CLO, Head of Loyalty or VP-equivalent role
  • Capability gap during a transformation or turnaround
  • Pre-launch leadership for a greenfield program
3 to 12 months, renewable.
Discuss an Interim Leadership engagement

Build, Operate, Transfer

You end up owning the capability, not renting it

ULV’s Build, Operate, Transfer (BOT) approach is designed to help airlines accelerate loyalty capability development through specialist expertise, operational support and scalable execution structures — while preserving long-term ownership and strategic control. We build the program or capability, operate it for an agreed period to a clearly defined performance standard, then transfer it to the airline team with full operational continuity.

  • Design and blueprinting of the program or capability
  • Go-to-market strategy and partner acquisition
  • Technology vendor selection and implementation
  • Day-to-day operations during the Operate phase
  • Performance monitoring, campaign management and team development
  • Transition planning and structured handover during the Transfer phase
  • Greenfield program build
  • Loyalty Centre of Excellence creation across multiple markets
  • Capability creation in markets without local loyalty talent
  • Carve-out programs requiring standalone operations
18 to 36 months across the three phases.
Discuss a BOT engagement
Every engagement is led by Nik. Where the work needs more hands or a specialist skill, ULV draws on its network of loyalty consultants and specialists, and works with On Point Loyalty where financial modelling and quantitative design are required. The lead relationship stays senior.

Considering a transformation, a turnaround, or a leadership gap?

Whether you are reshaping a flagship program, carving out a loyalty entity, or filling a leadership seat — a short conversation is the right starting point.
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