Status Match as a Catalyst for Loyalty Innovation

Imagine being recognized as a VIP the moment you walk through the door – not because you’ve spent years with the brand, but because they are able to gauge your potential value based on your history with other brands. That’s the power of status match: a loyalty marketing strategy that rewards potential, not just past behavior. In an era where customers juggle memberships and points across countless programs, status match flips the script. Brands use it to invite loyalty by extending elite benefits upfront to entice high-value customers to sample and stay, fly or sail.

We’re all trying to prove to our customers and guests that we value their business and that we’re willing to go the extra mile to earn more of their wallet and attention. One particularly intriguing best practice, with decades of history across industries, is the status match.

Two Core Approaches

There are two foundational types of status match:

1. Instant (no “gotchas”)

• By asking for it and proving your status, you are granted the same tier level benefits from the alternate company as you get today from a direct competitor.  This is a common practice in cruise lines where benefits and status are highly regarded. 
• Cruise lines have long embraced this model. For example, a traveler who earned Ambassador status with Norwegian Cruise Line’s Latitudes program can switch to MSC Cruises and, upon verification, receive Voyager’s Club Blue Diamond membership instantly. The message is simple: you’re already valuable, and we’re ready to treat you that way. 

2. Gamified (with “challenges”)

• American Airlines and Delta Airlines have used this strategy effectively, offering top tier benefits upfront but tying long-term status to actual engagement, such as nights stayed.
• Other brands prefer a “prove it” model – a temporary upgrade that the customer must maintain through activity within a defined timeframe (typically 90–120 days). 

Why Offer Status Match?

The purpose is not generosity for its own sake. It’s strategic. To match is to encourage trial; to give potential customers a frictionless way to experience the brand and compare it against their current favorite. 

When designed thoughtfully, status match delivers on three common marketing objectives:

• To encourage trial and steal share from the competition
• To offer a compelling reason to switch that requires minimal effort – just proof of status, a screenshot, or a membership card.
• If the experience exceeds expectations, satisfied customers become powerful word-of-mouth promoters: “I tried it. I loved it. You should try it too.”

Who’s Doing it Right?

Now, you may be thinking, “Does this have application to my business?” The answer is probably “yes.” Here are some things to consider:

• The inspiration for this piece came from CAVA, a fast-casual Mediterranean brand with healthy, flavorful menu choices that give the guest the ability to customize to their own preferences. Their CAVA Rewards program offers a “Sun” tier status match where guests can link their accounts to other loyalty programs (including Sephora Rouge, Nordstrom, Starbucks Gold, American Airlines Gold, Delta Silver, etc.) to instantly get rewarded with CAVA Sun status. No waiting. No challenge. Match status is these unique programs and  get high tier benefits from CAVA after one visit!
• Should Macy’s match Nordstrom? At the highest tier, where co-branded credit cards create differentiation (AmEx Star Rewards vs. Nordy Club Icon), there’s a real opportunity to explore this.  Today, the credit and loyalty teams attempt to convert you to their card with bonus points and you’ve got to meet a spend threshold within a defined timeframe…good luck!
• Do Hilton and Marriott offer challenges? Yes, with timeframe challenges. For travelers loyal to the Hilton experience, and using leverage by AmEx Platinum benefits, status match can be used to seek out a Marriott property in the same city.
• For over two decades Marriott and United Airlines have been partners in a status match alliance. With the conversion to Bonvoy (combining Marriott plus Sheraton properties) qualified frequent guests can match as UAL’s Premier members to at their option convert air miles to hotel points, or converting 60k in hotel points for air miles, plus a 10k air mile bonus.  The economics of these interchange strategies add up to huge revenue drivers for the partners plus reduce point liability on the balance sheet.
• Enterprise and National car rental both grant higher-tier status to loyalists from other rental companies, enabling travelers to test convenience, vehicle access, and customer service without losing their earned perks

Status Match can be used as an acquisition tool to frustrated members or an acquisition tool to gain awareness within the travel industry;  in early 2025 British Airways announced changes to their Executive Club, which incentivized many other airlines to offer status match opportunities to existing BA Members due to negative press and member frustration.  In another example, Air Canada and Destination Canada teamed up to offer status matches to many US based airlines encouraging travel to Canada.

Thinking Beyond Travel

Status match doesn’t have to be limited to travel and hospitality. In fact, it may represent untapped potential in everyday sectors. Why not leverage it to acquire high-value customers who already demonstrate loyalty elsewhere and the demographics are attractive from an acquisition perspective.

• Banking – Private Client
• Car Wash – Ultra
• Cellular Phone – Ultimate VIP
• Fitness Centers – Signature Membership
• Online Gaming Platforms – Game Pass Ultimate

By extending recognition via status match without heavy rules associated with purchase, these sectors might lower acquisition friction while positioning themselves as aspirational and customer-first.

A Fresh Approach to Relationship Marketing

Acquiring new, high-value customers and converting them into true brand advocates is both an operational and communication challenge. When designing or redesigning  your program, status match can be an elegant solution. It’s a way to demonstrate confidence, reward affinity, and remove barriers to trial. It’s a tool that signals, “We already see your value.”

Offering unique experiential benefits to those who qualify enables you to attract new MVPs without resorting to discounts or one-time coupons. After all, the strongest brands don’t chase loyalty — they recognize it before it even begins.

Reference:

1. The Back-Story Behind Loyalty Status Co & StatusMatch: https://www.youtube.com/watch?v=C87gOernpeo
2. The Power of Status: A Loyalty Leaders Livestream Event: https://www.youtube.com/watch?v=bT3KUtOfoFY
3. How did Mark Ross-Smith revolutionize the airline industry’s rewards programs with Status Match? https://www.youtube.com/watch?v=8UqAwscRKCY