This mixed methods research study explores assuring travellers loyalty as a competitive advantage and develops a model of success factors of airlines loyalty programmes. The main issue identified with regards to travellers loyalty is frequent flyer programmes (FFPs). FFPs are loyalty programmes offered by many airlines. Typically, airline customers enrolled in the programme accumulate frequent flyer miles corresponding to the distance flown on that airline or its partners. To achieve the research aim, two main issues were identified i.e. DEEPLIST factors (Demographic, Economic, Ecological,...