Air Serbia has launched a brand-new loyalty program, called ELEVATE. The launch announcement was made on June 16, 2026, to coincide with the carrier’s 99th anniversary.
Until now, the Serbian flag carrier has lacked a loyalty program of its own, although it was integrated into the Etihad Guest loyalty program in 2013. This was a legacy of the period in which the Abu Dhabi-based carrier was a major investor in Air Serbia (Etihad sold its remaining equity stake in Air Serbia back to the Serbian government in 2023).
While the new ELEVATE program is being created from scratch, current Etihad Guest members will have their existing miles and status recognized.
Air Serbia’s ELEVATE is powered by the GRAVTY platform, which is a system developed by US-based technology firm Loyalty Juggernaut (LJI) to manage third party loyalty programs. Other airlines use this same platform, such as such as Canada’s WestJet, which uses it to run its WestJet Rewards program.
Membership of the ELEVATE program will be free and rewards will be based on money spent on Air Serbia flights and the related ancillary services. At the moment it is not possible to earn points by flying on partner airlines.
The points earned on ELEVATE will be redeemable for reward flights as well as ancillary services, such as additional luggage, seat selection, business class upgrades, and access to airport lounges.
The program features four membership tiers, blue, bronze, silver, and gold, based on the amount spent on flights and the number of points obtained.