Podcast Summary: Marketing Vanguard
Episode: How Experiential Marketing Uncovers Hidden Profits ft. Kristen Lauria
Host: Jenny Rooney (Adweek)
Guest: Kristen Lauria, CMO of Wheels Up
Date: November 20, 2025
Episode Overview
This episode of Marketing Vanguard explores the evolving landscape of experiential marketing within the luxury travel sector, spotlighting Kristen Lauria, CMO of Wheels Up. Lauria discusses her unconventional career path, how she approaches brand transformation, the importance of customer-centric experiences, and how Wheels Up is redefining private aviation solutions. The conversation delves into brand trust, experiential activations, sustainability, leadership philosophy, and more.
Guest Background & Career Path
[01:24 – 02:57]
- Kristen Lauria began her career as an aerospace engineer, then moved into technology and marketing—largely at IBM.
- She gravitates toward roles requiring the translation of technical depth into market-relevant solutions.
- Lauria’s career includes significant roles at IBM, Cigna (during the pandemic), consulting, and now Wheels Up.
- She frames her expertise as "translating the point of view and deep purpose of a company...point that at new markets and pivot brands towards growth." (Lauria, [02:36])
The Wheels Up Pivot & Business Model
[03:00 – 05:40]
- Wheels Up is shifting from “private aviation” to "Premier Aviation Solutions," emphasizing flexibility and global accessibility.
- With Delta partnership and AirPartner acquisition, Wheels Up now offers a multifaceted membership allowing access to private and commercial aviation, group charters, and cargo.
- Brand focus is on providing "whatever jet you need for whatever journey."
- Lauria stresses, “It’s setting a new market...how do you take that brand to really drive a new market and absolutely become the leaders in that market?” ([04:49])
Customer Focus: Membership Model & Luxury Experiences
[05:40 – 10:14]
- Wheels Up serves corporations and high-net-worth individuals for both business and leisure.
- Membership starts at $200,000, providing access to a variety of aviation solutions with dynamic or fixed pricing options.
- The company prioritizes trust and brand purpose, targeting the most "financially savvy people in the world," where trust is “of utmost importance.” ([07:11])
- Critical focus on “customer experience,” with a “golden thread” of pre-, during, and post-flight touchpoints.
- Lauria highlights the “Wheels Down” portfolio—clubhouses, exclusive hospitality, partnerships (e.g., Masters at Augusta, Monterey Car Week, Le Mans), and curated extreme/flexible journeys.
Notable Quote:
"Every, I'll call it the golden thread of communication from pre and post flight, during flight, in between flights... people are paying to get their time back." — Kristen Lauria ([07:38])
Partnerships & Collaborations
[11:12 – 12:59]
- Wheels Up actively pursues partnerships in payments (Delta SkyMiles, Mastercard, Amex), hospitality, automotive (United Auto at Le Mans), and high-end retail.
- Lauria: "We constantly mix these up and say where are the next partnerships? ...all of these areas have their own versions of communities and members." ([12:35])
Experiential Marketing: Trends & Strategies
[13:34 – 15:56]
- Post-COVID, experiential marketing is more critical, especially for high-value, relationship-driven sectors.
- Lauria observes that events, luxury experiences, and hospitality are where members and prospects naturally congregate.
- Integration of experiential with digital remains essential, but direct experiences "drive the business."
- The team closely tracks where members want to be and creates value at those intersection points.
Notable Quote:
"Our members in particular do want to pay for experiences. They want to pay for experiences and get their time back. But also, it’s how we market." ([15:48])
Brand Visibility & Prospect Engagement
[16:07 – 17:06]
- Wheels Up sponsors and activates at high-profile events (motorsports, Le Mans, Monterey Car Week, Cayman Cookout) to serve both current members and attract prospects simultaneously.
- Experiential events bring incremental value to members while functioning as acquisition channels.
B2B, B2C, and B2B2C Complexity
[17:06 – 18:03]
- Wheels Up operates in all three marketing models: direct to consumer, business-to-business, and through intermediaries.
- Lauria emphasizes the necessity of crafting solutions that serve multiple segments without diluting brand focus or operational complexity.
Storytelling, Brand Pillars, and Personalization
[18:03 – 19:59]
- Safety and reliability are foundational ("table stakes") for private aviation.
- Differentiation comes from extreme customer-centricity and anticipation of needs—“customer centricity on steroids.”
- Personalized experiences are crucial; success is measured by how well the company anticipates customer desires before they're verbalized.
- The new Wheels Up "signature membership" is designed to facilitate seamless end-to-end travel.
Notable Quote:
“This industry has to be customer centric. On steroids.” — Kristen Lauria ([18:52])
Sustainability in Private Aviation
[19:59 – 21:55]
- Sustainability is now an expectation; not discussed as often, but corporates see it as integral.
- Wheels Up’s approach: use the right-sized aircraft for each mission, thus minimizing unnecessary emissions.
- Efforts include sustainable aviation fuel and providing supplemental options to corporates to avoid flying large planes for short trips.
Notable Quote:
“Taking an oversized aircraft to go 30 minutes is a big piece of it right there...making sure that every customer has access to the right capable aircraft for the mission that they are serving is where it really starts.” ([20:46])
Leadership Style & Team Dynamics
[21:55 – 24:13]
- Lauria values mentorship, learning from young team members, and fostering creativity.
- Her approach: "setting the pace and coaching," being transparent about mistakes, and encouraging input and dissent from the team.
- Embraces vulnerability and adaptability as mechanisms for driving innovation.
Notable Quote:
“It’s okay for me as a leader to say I made a wrong decision there...it just enables innovation and it enables creativity.” ([23:25])
Looking Ahead & Final Insights
[24:13 – 25:32]
- In early 2026, Wheels Up will be present at the AMEX Pro Am (with a takeover of the contestants lounge) and Cayman Cookout, both as member and brand-building activation sites.
- The brand's focus is on solidifying and expanding the new membership proposition.
- Lauria recommends Lorraine Barber and GenConnect at IBM as future guests.
Memorable Moments & Quotes
- “Marketing is about translation and really understanding what works in the market and how do you simplify and anticipate the needs of the marketplace.” — Kristen Lauria ([01:29])
- “We like to think of them as the modern entrepreneur. There's also a community around this market and so it's a membership model and people are buying into the community.” ([07:59])
- “For us, the investment goes twofold from a member experience as well as, you know, a marketing acquisition play.” ([16:30])
- “You have to market to both.” — On B2B and B2C balancing ([18:01])
- “Rolling up your sleeves also helps you stay ahead of the curve, be creative and learn and push yourself in directions that you wouldn't have thought of on your own.” ([22:43])
Key Timestamps
| Segment | Timestamp | |---------------------------------------------|-------------| | Lauria’s career journey | 01:24–02:57 | | Translating brands (IBM, Cigna to Wheels Up) | 03:00–05:40 | | Wheels Up membership & customer experience | 05:40–10:14 | | Day trip stories & crafting experiences | 10:14–11:12 | | Partnerships and communities | 11:12–12:59 | | Experiential marketing’s resurgence | 13:34–15:56 | | Events for visibility & acquisition | 16:07–17:06 | | B2B/B2C complexity & targeting | 17:06–18:03 | | Customer centricity & personalization | 18:03–19:59 | | Sustainability strategy | 19:59–21:55 | | Leadership philosophy | 21:55–24:13 | | 2026 activations & future guest recs | 24:13–25:32 |
This episode is an insightful look into how experiential marketing, thoughtful brand pivots, and deep customer understanding can unlock hidden value—even in the high-stakes, high-touch world of luxury aviation. Lauria’s leadership style and Wheels Up’s innovative approach offer both practical tactics and inspiring lessons for marketers navigating transformation and premium markets.