"We’re leaning heavily into customer experiences and thinking through how every touchpoint, whether digital integration, member services, on the ground, or in flight, can feel seamless.” - Kristen Lauria

Private aviation was once the ultimate status symbol, reserved only for the ultra-elite. But today's landscape has shifted dramatically, driven by the experience economy and the evolving demands of modern luxury consumers. Brands like Wheels Up are breaking down barriers, making private travel more accessible and seamless than ever before. As luxury travel becomes an attainable aspiration, businesses must rethink not just what they offer, but how they engage and connect with their customers.

Please note this episode was recorded in January 2025 during CES. 

Kristen Lauria is the Chief Marketing Officer at Wheels Up, where she leads transformative strategies to democratize private aviation. With a dynamic career spanning roles at IBM and Cigna, Kristen specializes in pivoting brands during periods of significant industry transformation. Her passion for innovation, customer experience, and brand evolution positions Wheels Up to redefine luxury travel for today's discerning consumer.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

Luxury for the Rest of Us (Sort Of)

Think flying private is just for billionaires? Think again. Kristen explains how Wheels Up blends commercial and private travel, opening the sky to more travelers. By creatively reimagining accessibility, Wheels Up is shaking up the luxury aviation category, and capturing a whole new market.

Meeting Customers on Their Turf

Wheels Up engages potential customers right where their passions lie - at exclusive events like the Cayman Cookout and the Super Bowl. Kristen highlights that connecting authentically in environments where consumers already gather creates deeper relationships and drives conversion. Brands should strategically position themselves within customers' lifestyles rather than pulling them out of it.

Why Delta + Wheels Up Changes Everything

Kristen details the partnership between Wheels Up and Delta, seamlessly linking private and commercial aviation experiences. Shared loyalty programs, integrated travel options, and combined perks offer unmatched flexibility for frequent travelers. Smart partnerships aren't just additive, they can completely redefine your brand’s value proposition.

Trading Up in the Air

To stay ahead, Wheels Up upgraded their fleet to sleek, modern jets like the Phenom 300 and Challenger 300. Kristen highlights that operational excellence isn’t just back-end business, it’s brand building. Investing in efficiency and reliability turns operational moves into competitive advantages customers feel.

Seamless Omnichannel Isn’t Optional

Consumers today expect frictionless experiences across digital, phone, and face-to-face interactions. Kristen emphasizes Wheels Up’s obsession with crafting genuinely seamless journeys, from booking to boarding. Brands must ditch fragmented interactions and prioritize experiences that genuinely save time and elevate customer satisfaction.