Do not introduce Business class on intra-european flights. Plus is fair enough and very valuable for short flights and have a human price (like Norwegian and Ryanair).

Badges in app after booking bio ticket or SAF add on - driving positive recognition and repetition

In the app, the PAX can choose what they don't want/need from what is included in their ticket. No checked-in luggage get EB points. No meal, no headphones, no kit +++.

Make a “code-share” cooperation with train providers, to allow for booking a ticket from A to B with combined train-plane modality and same benefits as connecting flight

Use larger packages for the most consumed drinks, instead of handing out endless amounts of cans (less garbage, less weight on board) .

Work for a global standard regarding personal luggage tags without the need of creating new per journey.