LATAM Airlines’ focus on driving value across the customer journey through product partnerships and monetisation

The following article was published by Future Travel Experience In this video interview, Stephan Heinz, Director, Partnerships & Monetisation, discusses how LATAM Airlines is embracing product partnership innovation and monetisation, with a customer-first mindset. In this video interview, following his participation at the recent co-located APEX FTE EMEA and Ancillary & Retailing events, Stephan Heinz, Director, Partnerships & Monetisation, discusses how LATAM Airlines is […] Article originally published here: LATAM Airlines’ focus on driving value across the customer journey through product partnerships and monetisation

Jun 25, 2025 - 17:10

LATAM Airlines’ focus on driving value across the customer journey through product partnerships and monetisation

The following article was published by Future Travel Experience

In this video interview, Stephan Heinz, Director, Partnerships & Monetisation, discusses how LATAM Airlines is embracing product partnership innovation and monetisation, with a customer-first mindset.

In this video interview, following his participation at the recent co-located APEX FTE EMEA and Ancillary & Retailing events, Stephan Heinz, Director, Partnerships & Monetisation, discusses how LATAM Airlines is embracing product partnership innovation and monetisation, navigating the balance between generating revenue and maintaining a customer-first mindset, and much more. Heinz shares that, unlike traditional ancillary revenues, LATAM focuses on B2B relationships with strong brands to enhance customer experience and reduce costs. The aim is to balance partnerships for mutual benefit, investing in CX without additional costs to the customer. Emerging trends include monetising digital spaces with over 20,000 inflight screens and leveraging passenger data for marketing. LATAM is also exploring new partnerships in evolving customer needs and internal business functions.

While ancillary revenue has long been associated with B2C transactions – charging passengers for services such as baggage or seat selection – Heinz is steering LATAM’s focus toward a more sophisticated model rooted in business-to-business collaboration.

“What we presented at APEX FTE EMEA and Ancillary & Retailing was something a little different,” he shares. “It’s about leveraging the strong relationships we have with brands to integrate their products into the customer journey, ultimately enhancing the experience while reducing or neutralising cost.”

This approach, he explains, is not about extracting more from the customer, but rather about bringing more to them. “The customer doesn’t spend – it’s the brands that do,” he notes. “We’re creating a value proposition where the customer wins without paying more, the brand gains exposure, and LATAM benefits from improved experience metrics and efficiency.”

An example of this philosophy in action is LATAM’s premium ground transportation offering in São Paulo, where a fleet of Audi’s enhances the customer experience at no extra charge to passengers. “Our customers don’t pay for that,” says Heinz. “That’s a brand partnership where everyone benefits.”

Building balanced, brand-aligned partnerships

For LATAM, the most successful partnerships are those that are mutually beneficial, with both parties seeing equal value. “The challenge is finding that balance,” Heinz acknowledges. “What brands align with our values? What products actually enhance the customer journey? And how do we integrate them at the right moment in that journey?”

Finding the right fit is just the beginning. LATAM also looks internally to identify opportunities for partnership growth, tapping into areas like corporate sales, procurement, marketing, and loyalty. “These are all functions with B2B relationships,” he adds. “Building a partnership ecosystem around them opens new doors.”

At the co-located APEX FTE EMEA and Ancillary & Retailing events (Dublin, 10-12 June 2025), Stephan Heinz, Director, Partnerships & Monetisation, shared how LATAM Airlines is embracing product partnership innovation and monetisation to drive value across the customer journey. Read our full event report here.

Monetising the journey – without compromising it

Beyond enhancing the customer journey, LATAM is also exploring new avenues to monetise its existing assets – particularly its digital real estate. With over 20,000 onboard screens and an audience of more than 80 million passengers annually, LATAM sees enormous potential in positioning itself as a media platform for advertisers.

“This is one of the most exciting trends in the airline industry right now,” says Heinz. “We already invest in digital content on our IFE systems – why not monetise that space by working with brands that are relevant to our customers?”

By tapping into this emerging “airline media” model, LATAM aims to follow the example of other major carriers, such as United, in building out media and marketing capabilities as a complementary line of business.

Evolving with the customer

As passenger needs evolve, so too must LATAM’s partnership strategy. Heinz points to the rise of services such as eSIMs, which were not even part of the conversation a few years ago. “We’re constantly looking at what customers value today, and how we can integrate that into the journey.”

Ultimately, LATAM’s approach to partnerships and monetisation is rooted in a deep understanding of customer expectations and a commitment to innovation. As the airline industry continues to adapt to changing behaviours and technologies, LATAM is carving out a model that prioritises value creation – for the airline, for its partners, and most importantly, for its passengers. Read the full APEX FTE EMEA and Ancillary & Retailing 2025 report >>