As a Travel and Hospitality leader at Capillary, strategic account manager Lars Parmekar has had a long and varied background in loyalty over the past 20+ years across a myriad of industries, including managing British Airways' B2B programs, relaunching the Avis Preferred program, and designing a loyalty program for a major OTA in Latin America. He traces his love for the travel industry to a childhood spent on trains, planes, and ferries, and to his first "real" job as a tour director in Europe during college.