Rob Borden | Vice President Of Commercial

Rob Borden, Vice President Of Commercial, UpLift

Rob comes from a diverse travel, loyalty and technology background.  Most recently, Rob was responsible for Customer Marketing, Loyalty and E-Commerce at Carnival Cruise Line.  While at Carnival, Rob created Carnival’s first loyalty program – the VIFP Club (Very Important Fun Person Club – keeping with the brand’s Fun for All and All for Fun slogan.)  The VIFP Club was the first cruise industry loyalty program to allow ‘cruise rookies’ (those potential guests who had not previously cruised) to enroll so that they could access members-only discounts and other benefits.  In addition, Rob was responsible for the cruise industry’s largest co-brand credit card partnership with Barclays Bank and MasterCard. 
Prior to that, Rob was CMO of Points International, the loyalty industry’s standard technology enablement provider for the buying, gifting and transferring of points and miles.  Before joining Points International, Rob served as Global Head of Relationship Marketing and Business Intelligence for Microsoft’s consumer online products and services (e.g.,,, Messenger, Bing, etc.).  
Rob also spent several years as President of Delta’s SkyMiles program during the challenging post-9/11 years. While at Delta, he led the industry’s first move toward value-based (vs. exclusively distance-based) accrual.  He began his career with American Airlines in a number of Revenue Management, Customer Experience and International Alliances roles, the latter of which included the negotiation and ongoing management of the multi-lateral loyalty agreements that would form the foundation of the oneworld alliance (Launch carriers:  American Airlines, British Airways, Canadian Airlines, Cathay Pacific and Qantas).  
Rob holds a B.S. in Economics from The Wharton School at the University of Pennsylvania and an MBA from the Stanford Graduate School of Business.  


Aviation Festival - Day 3 @ 11:25

Driving loyalty through alternative payments

    How should airlines be thinking about the evolving payments landscape in the age of Fintech, machine learning and artificial intelligence?As traveler demographics evolve, what are their expectations with respect to paying for their travel?In this ever-changing environment, what can airlines do to continue to grow their co-brand portfolios?
last published: 06/Sep/18 05:58 GMT

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Conference 5-7 September • Exhibition & Seminars 6-7 September


The Aviation Festival is two events: a world-class international conference featuring leading airline speakers from around the world; and a technology exhibition showcasing the latest innovations global leaders to the start-ups.

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