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Adam Daniels


IAG Loyalty

Adam leads IAG Loyalty as CEO and Chairman and is delivering on ambitious goals for growth. In the last few years alone, he has announced groundbreaking partnerships with Qatar Airways, Barclaycard, Santander Spain, Uber and Sainsbury’s Nectar. Adam is championing members’ changing needs with a bold rewards strategy, and launched an adjacent retail business, The Wine Flyer in 2022.

He has also overseen a business transformation to Agile and a reimagination of IAG Loyalty’s culture, empowering a values-led organisation to deliver more value to our members, faster. This approach has led to double-digit growth and a number of record results with IAG Loyalty having its best year ever in 2022.

Before taking on the role of CEO in 2020, Adam joined as IAGL’s Chief Commercial Officer in November 2018. Prior to this, Adam was also Chief Commercial Officer at British Airways, where he saw just how powerful loyalty can be as a commercial lever for the airline and the group.