I’m Adam Rouncivell, a digital product leader heading the Engage & Loyalty domain at Qatar Airways. I work on the experiences behind Privilege Club, Avios, and how people discover, book and travel with the airline.
Current themes: personalised travel through AI, loyalty as a product, and quietly ambitious digital experiences that feel obvious to customers and hard to copy.
A short, human overview. What I actually do, beyond job titles and buzzwords.
I lead digital product for the Engage domain at Qatar Airways – covering how customers explore the brand, join and use Privilege Club, earn and spend Avios, and experience loyalty across web, app and other digital touchpoints.
Day to day, that means shaping product strategy, defining journeys end-to-end, and working closely with design, engineering, data and marketing to get things shipped. I care about the details, but only when they support a clear story: why this experience should exist, and what it should feel like for a real person.
I’m especially interested in how AI can make travel feel more personal, not more noisy: surfacing the right next step, simplifying decisions, and respecting the context someone is in – whether they’re booking their first trip or flying every month.
Outside work, I split my time between golf, tinkering with home tech, and overthinking where to travel next.
A few areas where I tend to add the most value across product, experience and delivery.
Defining how loyalty and digital experiences fit together: from Avios and partnerships, to wallet concepts and subscriptions. Framing outcomes clearly and aligning teams around a roadmap that balances ambition with reality.
Looking at the whole journey – search, booking, loyalty, servicing – and designing flows that feel cohesive, responsive and context-aware. Using data and AI to personalise without feeling creepy or chaotic.
Working with cross-functional pods to move from decks to delivery: clear prioritisation, pragmatic scope, strong stakeholder alignment and an obsession with how things actually behave in the hands of customers.
A few places my work and thinking have shown up – talks, panels and written work.
Recent talks include Web Summit Qatar on delivering personalised travel through AI, and sessions on loyalty, digital product and customer experience.
A small set of profiles where I occasionally share work and ideas – kept intentionally focused rather than everywhere at once.
The simplest way to reach me. Short, clear messages always appreciated.