Adam  Daniels  Thumbnail

Adam Daniels

CEO
IAG Loyalty
Adam has led IAG Loyalty as Chief Executive Officer and Chairman since March 2020. Previously he was Chief Commercial Officer from October 2018, having moved over from British Airways where he was also CCO from 2015-18. He heads up the IAGL leadership team and has overall accountability for business strategy and success. Adam also has a seat around the table at IAG Management Committee. In his time at IAG Loyalty, Adam has directed a major rebrand from Avios to IAG Loyalty and guided the business through significant change. He has created new partnerships with Sainsbury’s, BP and Barclays in the UK along with Santander and Caixa in Spain. He oversaw the renegotiation of the American Express deal with IAG including an upfront payment of c£750m. He has also implemented a new strategy including role modelling a high performance with heart culture. IAG Loyalty has remained profitable throughout the pandemic and has strong growth plans for the next few years. Adam has almost 30 years’ experience in the airline and the loyalty industry, having started his British Airways career as a graduate trainee in 1992, before moving to commercial where he was part of the team that started ba.com. IAG Loyalty IAG Loyalty is a subsidiary of the International Airlines Group and offers a wide range of services to the Group’s airline and B2B clients. Through pioneering loyalty products and services IAGL aims to create the world’s most rewarding experiences for customers.