Steven Greenway


As CEO of reward- U, Hong Kong’s premier loyalty programme founded by HK Express, Steven provides strategic direction for the loyalty business.

Steven is concurrently CEO of U-FLY Holidays, Deputy CEO of the U-FLY Alliance – the world’s first alliance of low-cost carriers (LCCs), and Director of Zuji.

Steven’s career spans over 20 years across airlines and consultancies, primarily in senior commercial roles in LCCs. Having worked across the world with start-ups, turnarounds and established leading airlines, Steven’s specialist areas include sales and distribution, revenue management, ancillary revenue, e-commerce and commercial strategy.

Steven graduated with dual Bachelor Degrees in Economics and Political Science from the University of Queensland.