A Fresh Wind for Flying Blue: Why Tiffany Funk's Appointment Matters
The airline loyalty world just got a lot more interesting. Tiffany Funk, a name familiar to many in the miles and points community, has taken the helm as the new Head of Flying Blue, the loyalty program for Air France, KLM, and Transavia. On the surface, it’s a notable executive appointment. But dig deeper, and it’s a move that could signal a seismic shift in how airlines approach loyalty—and one that has me, as someone who’s spent years dissecting these programs, genuinely excited.
The Unlikely Insider
What makes this particularly fascinating is Tiffany’s background. Unlike most loyalty executives, she hasn’t spent her career climbing the airline corporate ladder. Instead, she’s been on the other side of the equation, building businesses that use loyalty programs, not just administer them. From her work at OMAAT to co-founding point.me, she’s lived and breathed the consumer experience of these programs.
Personally, I think this outsider perspective is exactly what Flying Blue needs. For too long, loyalty programs have been run by executives who view them as cost centers or balance sheet liabilities. Tiffany, on the other hand, understands the value of loyalty—not just to the airline, but to the member. She’s seen firsthand how a well-designed program can transform customer behavior and create lasting engagement.
A Dynamic Duo with Ben Lipsey
Tiffany’s appointment is even more intriguing when paired with Ben Lipsey’s expanded role as SVP of Loyalty, Digital, and Data. Lipsey, a seasoned airline insider, has long been a voice of reason in an industry that often treats loyalty as an afterthought. His belief in loyalty as a customer engagement engine is refreshing, and his track record at Air Canada and now Air France-KLM speaks for itself.
Together, Tiffany and Ben represent a unique blend of perspectives. Lipsey brings deep industry knowledge, while Tiffany offers a fresh, consumer-centric view. If you take a step back and think about it, this pairing could be the key to unlocking innovations that have eluded loyalty programs for years. What this really suggests is that Flying Blue might finally bridge the gap between what airlines think members want and what they actually want.
The Ben Smith Factor
It’s impossible to discuss this appointment without mentioning Air France-KLM CEO Ben Smith. His willingness to make bold hires—like Anne Rigail and Marjan Rintel—has already transformed the airline’s leadership. But his decision to bring Tiffany on board feels like a masterstroke.
What many people don’t realize is that Smith’s approach to leadership is as much about cultural change as it is about operational efficiency. By appointing someone like Tiffany, he’s sending a clear message: Flying Blue isn’t just a loyalty program; it’s a platform for innovation and member-centric thinking. This raises a deeper question: Could this be the start of a broader shift in how airlines approach loyalty?
The Challenges Ahead
Of course, no appointment comes without challenges. Loyalty programs are notoriously complex, balancing member expectations with airline economics. Tiffany will need to navigate these tensions while pushing for meaningful change. From my perspective, her success will depend on how much runway Ben Smith and Ben Lipsey give her to experiment.
One thing that immediately stands out is her ability to think outside the box. Her work at point.me demonstrated a knack for leveraging technology to simplify award searches—a pain point for many members. If she can bring that same creativity to Flying Blue, we could see some truly groundbreaking changes.
Why This Matters Beyond Flying Blue
This appointment isn’t just a win for Flying Blue; it’s a win for the entire loyalty industry. For years, airlines have struggled to innovate beyond devaluations and dynamic pricing. Tiffany’s appointment signals a potential shift toward programs that prioritize member value and engagement.
What this really suggests is that airlines are finally starting to recognize the untapped potential of loyalty. If Flying Blue can set a new standard under Tiffany’s leadership, it could force competitors to rethink their own strategies. And as someone who’s spent years advocating for better loyalty programs, that’s a future I’m eager to see.
Final Thoughts
As I reflect on Tiffany’s appointment, I’m reminded of how rare it is to see someone with her background and perspective take on such a critical role. It’s a bold move by Air France-KLM, and one that could pay dividends for both the airline and its members.
Personally, I’m excited to see what she accomplishes. But more importantly, I’m hopeful that her appointment marks the beginning of a new era for loyalty programs—one where members are truly at the center. So, to Tiffany and the Flying Blue team: the skies are yours. Let’s see where you take us.
