IndiGo Hires Loyalty Veteran Nik Laming to Lead BluChip Programme
IndiGo, India's largest airline by market share, has made a strategic move by appointing Nik Laming, a Singapore-based consultant with over three decades of experience in loyalty programmes, to head its frequent-flyer business. This recruitment comes at a pivotal moment as the airline seeks to defend its market dominance against a resurgent Air India while transitioning from its low-cost origins to a more premium service model.
A Critical Appointment for IndiGo's Future
The hiring of Nik Laming signals a significant shift in IndiGo's strategy towards capturing high-value, repeat international travellers. According to industry sources, the search for a loyalty head began eight to nine months ago, with the airline looking globally for a candidate capable of building a programme that fosters customer retention. Laming, who joined approximately a month ago, brings extensive expertise to professionalize IndiGo's rewards division at a time when the carrier faces both operational challenges and fierce competition.
While InterGlobe Aviation Ltd.-operated IndiGo transported an impressive 124 million passengers in 2025, it encountered a 2% dip in market share in November. Furthermore, the airline faced a record fine of ₹22.2 crore in December following operational disruptions, including the cancellation of 4,500 flights in the first week of that month. These cancellations, attributed to revised pilot rest rules and night-flying norms, left thousands of passengers stranded and prompted government intervention with fare caps and penalties.
BluChip Programme's Rapid Growth and Competitive Landscape
Since its launch in September 2024, IndiGo's BluChip loyalty programme has rapidly gained traction, amassing 10 million members in less than 18 months. This makes it one of the fastest-growing customer loyalty schemes in India, reflecting the airline's urgency to secure customer stickiness amid its international expansion and the introduction of premium services like the business-class 'Stretch' cabins.
The move is directly aimed at competing with Air India's Maharaja Club, as IndiGo seeks to attract high-yield, frequent international travellers. Aviation expert Mark D. Martin, CEO of Gurugram-based Martin Consulting, noted that as IndiGo sheds its low-cost carrier image for larger international operations, its loyalty programmes require reworking. He emphasized that while IndiGo is a late starter compared to full-service carriers like Air India, the programmes are not yet comparable.
How the BluChip Programme Works
Under the current loyalty programme, customers must first register with IndiGo to accumulate BluChips points based on their spending on flights. Members progress through a tier-based system, with a key differentiator being that points never expire for active members, unlike many other airline loyalty programmes. For instance, users earn 8 BluChips per ₹100 spent on the base fare (plus fuel surcharge, if applicable) on IndiGo flights and codeshare flights operated by partners like Turkish Airlines and Qantas.
To enhance the programme's appeal, IndiGo has forged partnerships with credit card companies, hotels, and apparel brands, allowing members to earn loyalty points through various channels. This straightforward earn-and-burn approach is designed to simplify redemption and boost engagement.
Global Context and Market Projections
The timing of this appointment aligns with promising growth in the global travel loyalty market. According to a January report by Market Glass Inc., the market was valued at $29.1 billion in 2024 and is projected to reach $52.6 billion by 2030, growing at a compound annual growth rate of 10.4%. For IndiGo, a robust loyalty driver has become essential to transition from a budget airline to a global contender, especially as it introduces premium services and expands internationally.
Despite the strategic hire, IndiGo has not publicly commented on the development, and Nik Laming has yet to respond to queries via LinkedIn. The civil aviation regulator, Directorate General of Civil Aviation, is still to release December passenger traffic numbers, adding to the uncertainty in the sector.
This appointment underscores IndiGo's commitment to evolving its business model and enhancing customer loyalty in a competitive aviation landscape, as it navigates past operational setbacks and aims for sustained growth.
