# Allianz Partners Reframes Customer Strategy at Skift Asia Forum
Vinay Surana, representing Allianz Partners, challenged the prevailing wisdom at Skift Asia Forum 2026. Industry speakers had emphasized that travel brands must fight to "own" customer relationships. Surana rejected this competitive framing outright.
His position signals a shift in how major travel insurance and assistance providers approach customer engagement. Rather than viewing the customer relationship as territory to claim, Allianz Partners advocates for a different model. The company appears to prioritize loyalty through service quality and value delivery instead.
This distinction matters for travelers and industry operators alike. The traditional "ownership" mindset can lead brands to prioritize extraction and lock-in tactics. Surana's approach suggests focusing on genuine customer retention through trust and reliability.
Asia's travel market growth makes this debate timely. As more consumers book trips across the region, how companies build loyalty will shape competitive dynamics. Insurance and travel assistance providers like Allianz Partners operate at the intersection of multiple customer touchpoints. Reframing loyalty away from ownership and toward partnership could reshape how they serve travelers throughout their journeys.