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Dida appoints Luca Plotegher to the role of European Director – Direct Hotel Partnerships
Dida has announced the appointment of Luca Plotegher to the role of European Director – Direct Hotel Partnerships. With over 15 years of experience in the travel and hospitality industry, including strategic commercial roles at Expedia Group where he led high performing business development and account management teams across Europe, Luca is well placed to drive forward Dida’s European ambitions. Luca joins Dida, the no.1 B2B outbound player in China and a leader across APAC, at a time of rapid European expansion for the company, where it has been registering fast inbound growth from source markets globally. Dida’s top 5 European destination countries in terms of volume and year-to-date growth include UK (+86%), France (+85%), Germany (+79%), Spain (+104%) and Italy (+87%)*. The top source markets driving this inbound growth include China, USA, Germany, Brazil and Saudi Arabia, providing Dida’s hotel partners with easy access to high-value yet often harder-to-reach source markets. With distribution via tour operators, travel agents, travel management companies (TMCs) and loyalty and point redemption companies, Dida provides hoteliers with an important additional channel of distribution that drives incremental bookings that fully complement their direct marketing activities. Commenting on Luca’s appointment, Rikin Wu, Dida’s CEO & Founder said “We are really pleased to welcome Luca to Dida at this pivotal time for the company. His experience will be invaluable to us as we look to fulfil the growing demand we are receiving for European destinations from source markets worldwide”. Luca Plotegher, Dida’s new European Director – Direct Hotel Partnerships commented “I’m excited to be joining Dida at this time of rapid expansion for the company. Dida is already famous for its success across China and APAC and we have clear opportunity to replicate this in Europe. Alongside the wider team, I am looking forward to further enhancing our relationship with our valued European hotel partners while further building on Dida’s impressive performance to date”.
Luxury Escapes launches its loyalty programme Société
Luxury Escapes officially launched its loyalty and rewards programme Société yesterday, 14th April. Société is designed to be the travel sector's most accessible rewards programme, allowing members to earn and burn points on almost all travel products on Luxury Escapes. The programme is free to join, and Luxury Escapes is awarding top clients with automatic status based on the last year's spend as a welcome bonus. Luxury Escapes co-founder and chief executive Adam Schwab explained that Société represents a major milestone for the brand, and is set to be the most used secret in travel. Schwab said: “We created Société because we wanted to really reward our loyal members. Our customers are at the heart of everything we do, and this program is designed to recognise and reward their loyalty in a meaningful way. It's about more than just points: it's about turning every trip into an exceptional experience, and helping people feel like insiders wherever they go.” A world of exceptional perks With benefits that feel like insider secrets, Société is set to become the most used secret in travel. The tiered loyalty program will allow members to earn two types of rewards across a wide range of travel products: Points and Status Credits. Members will be able to earn Status Credits on eligible purchases and as these credits move them into higher tiers, they'll gain access to more exclusive benefits including guaranteed room upgrades, airport lounge access, private airport transfers, priority customer support, discounts and hidden offers. Points can be used like a currency to save on future bookings, giving customers a tangible return every time they travel.
Ascott powers up loyalty programme ASR
The Ascott Limited (Ascott) is celebrating the sixth anniversary of its loyalty programme, Ascott Star Rewards (ASR), with feature enhancements aimed at further enriching the travel experience for its growing base of loyal members. In 2024, ASR membership grew by over 40% to surpass five million. Ascott is setting a target to treble the number of ASR members to at least 15 million by 2028. Tan Bee Leng, Chief Commercial Officer, Ascott said: “To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR’s role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty.” “Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR’s brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” added Ms Tan. In 2024, ASR members accounted for over 90% of Ascott’s app and website bookings, more than 60% of which were repeat bookings. On average, ASR members spent 55% more than non-members, which brought about over 30% increase in ASR-driven room revenue in 2024. Last year, ASR mobile app downloads surged by over 120%, with bookings increasing 64%, driving a more than 70% rise in revenue compared to 2023. Ascott’s web booking channel – discoverasr.com, has been seeing double digit growth for the past three years. As ASR continues to evolve, its focus will move beyond traditional benefits to include curated event experiences and personalised offerings through its mobile app and website. From a traditional points-based rewards system to an integrated solution, the strong growth trajectory of ASR within six years is testament of the loyalty from its growing membership base. Enhancing the ASR Booking Experience with Seamless Features and AI-Driven Innovation Bookings via ASR mobile app will soon take half the steps of before. To further enhance the mobile experience, ASR will introduce a series of app updates from April 2025, streamlining the journey from log-in to check-out. These updates include a refreshed user interface, personalised travel and stay recommendations and geolocation-based offers, along with an optimised landing page for quicker access to deals and property highlights. In addition, the app will go beyond just booking, with upcoming enhancements made to pre-to-post stay functions like seamless pre-arrival check-in, self-check-out alongside easy management of multi-room reservations, while providing convenient access to in-room services and communication with the property teams. Together with the mobile app, the ASR website discoverasr.com serves as a key driver of direct bookings. The website now supports 11 languages and added payment options like WeChat and Alipay, to cater to Ascott’s expanding global reach. New member sign-up and log-in options via WeChat and Alipay further allow for easy access to member accounts and deals. The ASR website also acts as a content hub for travel inspiration, offering destination guides and insider recommendations to help members plan their ideal stays. Since its launch in August 2023, Cubby, a generative AI-powered web chatbot, has processed over 300,000 queries and generated more than 2,000 booking leads. New features, including the pilot of direct booking capabilities within Cubby, further personalise the experience by offering tailored property recommendations and the best rates. Ascott will further harness AI to uplift the ASR programme to support the planning journey of its guests. Leveraging data-driven insights, Ascott’s new recommendation engine will tap on predictive AI, turning past data and preferences into tailored recommendations for ASR members. These include recommendations of travel destinations, suggested brand experiences alongside potential properties that would be most ideal for each guest. Exclusive Partnerships and Curated Experiences to Enhance ASR Member Journeys This year, ASR is adding the French Open in Paris to its lineup of Ascott Privilege Signatures series and will also offer the Bangkok edition of The Famous CFC from 25 to 26 April 2025, featuring Chelsea legend Gianfranco Zola. These new additions are in line with ASR’s shift in focus to offering curated experiences and exclusive partnerships as part of its member rewards strategy. In 2024, Ascott became the Official Global Hotels Partner of Chelsea Football Club, providing ASR members with access to exclusive experiences, including private stadium tours of Stamford Bridge, coaching sessions at Chelsea’s Cobham Training Ground and the Singapore edition of The Famous CFC, Chelsea’s international fan engagement programme. Through the Ascott Privilege Signatures series, ASR also brought members to major events such as The Championships, Wimbledon, and the Singapore Night Race. Additionally, through the ASR Local Signatures series, members have enjoyed immersive explorations of local culture, from a gastronomic journey in Penang to a private violin recital in Paris. These tailor-made events elevate the ASR membership experience, creating unforgettable moments in each destination. With additional partnerships and experiences on the horizon, ASR is set to continue delivering highly sought after opportunities for its members. More Ways to Earn Rewards To enhance the booking and travel planning journey for ASR members, Ascott has partnered with leading travel partners to create a one-stop platform where members can access exclusive experiences and earn ASR points simultaneously. For just 15,600 points, members can enjoy Priority Pass Airport Lounge access at over 1,700 lounges worldwide. Ascott has also teamed up with frequent flyer programmes like KrisFlyer, enabling members to earn miles on qualifying stays. A Special Anniversary Offer for ASR Members In celebration of ASR’s 6th anniversary, members can earn a bonus of 24,000 ASR points for bookings and stays made between 1 April and 31 May 2025, plus enjoy a pair of complimentary airport lounge passes. This offer is valid for bookings made via the ASR mobile app or website, limited to the first 300 bookings.
ALL, Accor’s loyalty program reaches 100 million global members
Accor announces its global loyalty and reward program, ALL, has welcomed its 100 millionth member demonstrating its attractiveness and rapid growth. One of the top-performing loyalty programs globally, ALL provides exclusive access to hotel rooms at the best price, unique experiences, and an all-in-one booking platform designed to enhance premium and lifestyle experiences both during and beyond the hotel stay. Its mission is to boost traffic and direct revenues for hotel owners while providing unrivalled choice to Accor guests and empowering members to live passionately through varied rewards, services, and experiences. Alix Boulnois, Chief Business, Digital & Tech Officer Accor, commented: “We are immensely proud to be celebrating this milestone and welcoming our 100 millionth loyalty member. This achievement demonstrates the strength of our loyalty program which together combined with our booking engine has become a powerful differentiator for our owners and guests. Just five years after its successful launch, ALL has proven to be a unique asset in strengthening guest connections and driving customer retention. As we continue to innovate, ALL is at the heart of our augmented hospitality strategy, delivering incremental growth for our hotel owners and our Group. With 100 million members and counting, ALL is redefining loyalty, unlocking limitless possibilities with every journey.” Five years of unparalleled growth Since its inception in 2019, ALL has established itself as a powerful performance engine and key business driver, enhancing brand visibility, guest engagement and financial performance for the Group and its hotel owners. On average, ALL members spend more than twice as much as non-members ALL members were multiplied by 2 in five years, 2024 saw membership grow by another 11 million of new members Business volume generated through the ALL app increased by 45% (compared to 2023) A 2025 survey of more than 5,300 members shows significant love and appreciation for the program and subsequently the hotel brands. Recent data shows a high brand love of 7,8 /10. More Than a Loyalty Program – A Global Experience Platform ALL goes beyond traditional rewards programs, creating a connected lifestyle ecosystem that transforms hospitality, travel, and entertainment. By bridging the gap between hotels, experiences, and entertainment, ALL enriches members’ everyday lives: 7,700 Limitless Experiences packages sold worldwide, from local cultural experiences to premier sports and music events at venues such as the Accor Arena in Paris and Accor Stadium in Sydney. 110+ partnerships across travel, finance, insurance, shopping, and more, offering unmatched benefits and rewards. In 2025, ALL should add up to 15 new partnerships into its portfolio. Seamless integration with Accor’s extensive brand portfolio (with Raffles, Fairmont, Sofitel, Pullman, Mama Shelter, The Hoxton, Novotel, ibis… to name just a few) ensuring members enjoy the perfect stay at the best price. Aligned with Accor’s strong commitment to sustainability and responsible hospitality, ALL actively promotes eco-friendly practices through meaningful experiences and initiatives. In 2023, ALL partnered with Dift, allowing members to donate their Reward points to support impactful causes, resulting in an impressive 11 million points donated. To further drive positive change worldwide, ALL introduced the Skip the Clean program, rewarding members with Reward points while significantly reducing hotels’ environmental footprint—saving water, limiting the use of cleaning products, and extending the life of sheets and towels. ALL embodies the Accor vision and promise of hospitality: bringing ease, convenience, value and emotion for all, anywhere and anytime.
Flyadeal appoints Rogier Van Enk as chief commercial and customer officer
flyadeal has announced the appointment of European airline executive Rogier van Enk as Chief Commercial and Customer Officer. Dutch national Van Enk, who joins Saudi Arabia’s youngest low-cost carrier (LCC) at a time of unprecedented growth, brings with him a wealth of industry experience working in Europe – with British Airways and latterly, Finnair, the national carrier of Finland. Just seven years old, flyadeal has been catapulted into the region’s fastest growing LCC currently operating a modern fleet of 37 aircraft to 30 seasonal and year-round destinations in Saudi Arabia, Middle East, Europe, North Africa and South Asia. Van Enk said: “It’s a wonderful opportunity to join flyadeal that has ambitious, yet realistic growth targets fully aligned with the Kingdom’s Vision 2030 of building a dynamic aviation and tourism industry. With one new route being launched, on average, every two weeks this year and a domestic and international network that will triple to over 100 destinations by 2030, what an opportune time to be part of an exciting young airline that’s maturing very fast. “I’ve already seen flyadeal’s energy and enthusiasm with a team which is commercially and operationally focused on reaching its goal driven with passion. As Saudi Arabia takes centre stage in Middle East aviation, I very much look forward to working alongside new colleagues and contributing to the continued growth of flyadeal bringing rewarding experience gained at both Finnair and British Airways to my new role.” During his two spells in a 12-year career at Finnair based in Helsinki, Van Enk held a number of commercial roles covering revenue management, distribution, online sales, business analytics and ancillary product development. He joins flyadeal after four years as Finnair’s Senior Vice President Customer Engagement responsible for, among others, brand, marketing, and loyalty business. He was also formerly Head of Distribution and Payments at British Airways in London. He added: “On a personal level, I’m excited about the move to Saudi Arabia with my young family, looking forward to enjoying the country’s rich cultural heritage, the nation’s diversity and, as a foodie, the wonderful cuisine. More importantly, meet, engage and interact with amazing people in the Kingdom.” Steven Greenway, flyadeal Chief Executive Officer, said: “On behalf of the team here at flyadeal, a great pleasure to welcome Rogier onboard. His experience working across many commercial and customer functions within full-service airlines in Europe made him the ideal appointment to take flyadeal’s commercial helm and bring his expertise into a low-cost environment. “Rogier’s deep insights and knowledge gained in the digital space at Finnair and British Airways will contribute towards flyadeal’s continued mandate to remain digitally driven keeping both costs low and fares extremely competitive. My thanks to Trevor Spinks in his advisory role steering the commercial ship at flyadeal over the past 12 months during which flyadeal secured significant achievements including profitability for the first time in its seven-year history. Having made great progress, we look to keep up the momentum with Rogier taking over at a time of unprecedented expansion.” Van Enk joins as flyadeal prepares for its busy summer seasonal flying programme with the launch of flights to the coastal city of Trabzon in Turkey; Baku and Tbilisi, capitals of Azerbaijan and Georgia respectively; the Egyptian resort town of Sharm El Sheikh; Sarajevo in Bosnia and Herzogovina; and, for the first time, Salalah in southern Oman. Over the next few months, aside from scheduled operations which represent the backbone of flyadeal’s business, the airline will expand its year-round Umrah services to destinations beyond the Middle East and central Asia. flyadeal is also planning for the upcoming Hajj season by flying 75,000 pilgrims – more than double last year – into the Kingdom from Europe, Middle East, South Asia and Asia.
CTS appoints Brian Butts as VP Sales
Custom Travel Solutions (CTS) is pleased to announce the appointment of Brian Butts as Vice President of Sales. With decades of experience in global travel partnerships, revenue growth, and white-label travel solutions, Butts is set to play a pivotal role in accelerating the company’s expansion in 2025. Butts brings extensive expertise in travel technology and B2B sales. Most recently, he served as Consulting Partner and SVP of Strategy at Dorms.com, where he played a key role in driving the company's growth through strategic advisory, business development, and market positioning decisions. Prior to that, he held senior leadership positions at Global Solutions Team, where he led impactful travel tech partnerships and developed innovative white-label and API-driven car rental solutions for major airlines, hotels, and OTAs worldwide. Earlier in his career, Butts spent eight years at Booking.com, where he expanded strategic partnerships, managed over $1.8 billion in Gross Travel Value (GTV), and led teams responsible for generating more than 75% of affiliate revenue in North America. Custom Travel Solutions is positioning itself at the forefront of the booming travel subscription market, and Butts’ expertise will be key in scaling revenue, optimizing sales strategy, and strengthening B2B partnerships. His appointment aligns with the company’s vision to redefine travel memberships and loyalty programs while capturing new growth opportunities in the U.S. market. “Brian’s leadership in the travel industry speaks for itself,” said Caroline Dal’lin, Senior Vice President of Business Development at CTS. “His ability to scale partnerships and drive revenue makes him the perfect addition to our Business Development efforts as we push forward with our mission to redefine travel memberships and loyalty programs.” With a strong focus on innovation, member engagement, and strategic growth, Butts will play a key role in driving Custom Travel Solutions’ ambitious expansion plans for 2025.
AirAsia Rewards introduces loyalty solution for businesses
Capital A's AirAsia Rewards just took a significant step in expanding its offerings by introducing a plug-and-play loyalty solution for businesses. This new solution aims to enable businesses especially SMEs streamline and enhance their rewards programs, fostering stronger customer engagement and retention. MILK Baby Diapers, a fast-growing baby care brand in the region, is the first and exclusive diaper brand to partner with AirAsia Rewards to leverage this solution. Strengthening their position in the sector This partnership strengthens AirAsia Rewards’ position as a loyalty solutions partner by enabling businesses to streamline and enhance their rewards programs. The partnership enhances MILK’s commitment to providing exceptional value to parents while strengthening its position as an innovative disruptor in the baby care industry. It also expands redemption options and drives greater customer engagement within the AirAsia MOVE ecosystem. Loyalty and rewards programs have become essential for businesses to remain competitive in today’s market. With AirAsia Rewards offering a ready-to-deploy solution, SMEs can now access a powerful tool to boost customer retention and engagement. This partnership not only enhances the appeal of AirAsia Rewards but also reinforces its position as a leader in the loyalty ecosystem. A necessary partnership AirAsia Rewards head Nicole Tan commented: “We are thrilled to welcome MILK Baby Diapers as the exclusive baby diaper partner in our loyalty solutions program. This collaboration not only strengthens our position as a loyalty solutions provider but also underscores our commitment to supporting businesses small and big with innovative tools to enhance customer engagement. By joining the AirAsia Rewards ecosystem, MILK Baby Diapers can now offer their customers even greater value and convenience." Tan added that, through this partnership, MILK Baby Diapers’ customers can earn and redeem AirAsia points, making every purchase more rewarding. The integration is designed to be seamless and efficient, ensuring a smooth experience for both businesses and their customers. This launch marks the beginning of AirAsia Rewards’ efforts to onboard more businesses into its growing network, with MILK Baby Diapers paving the way. Flying Baby Sdn Bhd chief commercial officer John Teo added: “Partnering with AirAsia Rewards aligns perfectly with our mission to provide the best value and experience for our customers.By integrating with the AirAsia MOVE app, we can now reward our loyal customers more effectively while reaching a broader audience within the vibrant AirAsia ecosystem.”
Exciting Changes to Qantas Frequent Flyer Program: More Reward Seats and Points
Qantas Frequent Flyers are in for a treat with a series of exciting changes to the airline’s loyalty program, set to enhance the travel experience significantly. The changes will see more premium cabin reward seats, increased access to partner airlines, the lowest Economy reward seat fares in Australia, and the ability to earn more points when flying. For the first time in six years, there will also be an increase in Classic Reward seat fares. More Reward Seats and Partner Airlines In 2024, Qantas unlocked four times the number of reward seats for members, thanks to the successful introduction of Classic Plus. This led to a record number of Classic Reward seats being booked and a nearly one-third increase in seats made available through airline partners. In 2025, members will have access to up to 1 million more Classic Reward seats, including premium cabins and a range of existing and new global airline partners. Additionally, a further 1 million seats will go on sale this week, including Classic Plus Reward seats for as low as 6,200 points across more than 100 routes around Australia. Enhancing Points Earning Opportunities Over the next 12 months, Qantas will roll out several new features for its members: Increased Points Earning: Members will earn up to 25 per cent more points on Qantas domestic flights and the earn cap for tiered members travelling in premium cabins will be removed, delivering almost 4 billion additional points each year. Lowest Economy Reward Seat: Jetstar short haul domestic flights in Australia and New Zealand will offer the lowest one-way Economy reward seat for 5,700 points, allowing members to earn their reward seat faster. More Classic Reward Seats: Up to 1 million more Classic Reward seats will be available with flagship partners Finnair, Air France, KLM, Iberia, and across the entire Hawaiian Airlines network. Changes to Classic Reward Seats and Upgrades From August 2025, the number of points required for Classic Upgrades and Classic Reward seats on domestic and international flights will increase. This adjustment is the first in six years and only the second since 2004. For instance, on Qantas operated flights: Sydney to Melbourne Business will increase from 18,400 points + $55 to 19,300 points + $76. Sydney to London Economy will increase from 55,200 points + $263 to 63,500 points + $263. The cash component for booking a Classic Reward seat in Business and First cabins will also increase to align with Classic Plus bookings. Members can book Classic Reward seats up to 11 months in advance, allowing them to lock in travel at the current points fare on flights until June 2026. Positive Impact on Members Qantas Loyalty CEO Andrew Glance commented on the significant growth of the Qantas Frequent Flyer program over the last four decades and its focus on innovating to reward loyal members. “Travel remains the number one priority for our members in how they earn and redeem their points, with 13,000 Classic Reward seats booked every day, including 1,000 Classic seats in premium cabins to international destinations,” said Glance. He highlighted that the changes are designed to further enhance how members can book Classic Reward seats and the destinations and cabins they can access. “Classic Plus, which represents a $120 million investment in the program, has been a game changer since launching last April,” Glance added. Looking Forward With partnerships with over 45 airlines, including Hawaiian Airlines, Finnair, Air France, KLM, and Iberia, Qantas members will have greater flexibility and choice in how they want to be rewarded. This year will see members earn an additional 4 billion points thanks to increased points earned when travelling domestically and the removal of the earn cap for tiered members in premium cabins. The introduction of the lowest reward seat fare in Australia with Jetstar seats for 5,700 points on all short haul domestic routes is just the beginning of broader changes to Jetstar rewards that will deliver even greater value for members in 2025 and beyond. Qantas Frequent Flyer members have much to look forward to with these exciting changes and enhancements. Whether it’s unlocking more reward seats, earning more points, or accessing premium cabin options, the program continues to provide exceptional value and benefits for its loyal members. For more information and to book your next reward seat, visit Qantas Frequent Flyer. Feel free to share your thoughts and experiences in the comments below! Let’s celebrate these fantastic updates together. 3 Sale fares are for travel from 1 March 2025 to 3 April 2025, 29 April 2025 to 26 June 2025 and 22 July to 18 September, and available until 11.59pm (AEDT) 23 January 2025, unless sold out prior. 4 Based on current taxes, fees and carriers charges. Taxes and fees are subject to change. 5 Based on current taxes, fees and carriers charges. Taxes and fees are subject to change.
Saudia partners with Resal to convert earned points into AlFursan Reward Miles
Saudia, the national flag carrier of Saudi Arabia, has signed a strategic partnership with Resal, a leading Saudi company specializing in digital rewards solutions and loyalty programs. This collaboration allows Resal customers to convert their earned points from purchases via the Resal app into AlFursan Reward Miles, granting them access to various travel benefits and exclusive offers from AlFursan Loyalty Program. The agreement was signed by Essam Akhonbay, Vice President of AlFursan Loyalty Program at Saudia, and Hatem Al-Kameli, CEO of Resal. Essam Akhonbay stated: “This partnership underscores our unwavering commitment to enhancing our loyalty offerings and strengthening our connection with AlFursan members. We remain dedicated to expanding our network of partnerships and delivering added value to Saudia’s guests.” Hatem Al-Kameli said: “We are delighted to partner with AlFursan Loyalty Program, one of the most prominent and prestigious loyalty programs in Saudi Arabia and the region. This partnership reflects Resal’s vision of fostering a culture of loyalty and offering diverse reward experiences that meet our customers' aspirations.” AlFursan provides its members with an extensive range of benefits, including the option to add an extra piece of checked luggage, priority on waiting lists, bonus miles, and lounge access. Members also enjoy a diverse selection of offers and rewards through 40 global partnerships, including banks, hotels, car rental companies, telecommunications, retailers, and insurance companies. Resal is a leading Saudi company in prepaid digital card solutions, loyalty programs, and rewards, providing integrated technical solutions for businesses, merchants, and individuals through its diverse offerings, which include Resal Business Solutions, Resal Merchant Solutions, and the Resal Wallet. The company is distinguished by its strategic partnerships with over 1,000 entities across the public and private sectors.
British Airways makes changes and rebrands its loyalty programme
British Airways has announced changes to its loyalty programme, introducing new ways to earn Tier Points to progress through the Tiers. The former British Airways Executive Club will become simply The British Airways Club and will come with a new look and feel. Colm Lacy, British Airways’ Chief Commercial Officer, said: “The changes we have announced today underline our continued investment in our loyalty programme and in our customers. Based on our Members’ feedback, we’ve built on the changes we’ve already made – including how customers collect Avios and their membership year – in a way that we believe better rewards their loyalty and reflects their changing travel needs. “While we have announced a number of positive changes today, I particularly wanted to highlight better rewarding our customers who book through British Airways Holidays and making this a permanent part of our proposition, removing the limit on earning. We know that many of our customers make their holiday plans during our annual January sale period, so it’s great to be able to announce this today.” From 1 April 2025, Members can expect: A new Tier Point system when flying: Members will earn Tier Points based on the cost of their flight and, for the first time, for ancillary spend including seat selection and excess baggage. Members will earn 1 Tier Point for every £1 of eligible spend*, which comes with recalculated Tier thresholds** to reflect the new model. Tier Points on a contribution to Sustainable Aviation Fuels*** (SAF): Members will also earn Tier Points and collect Avios by purchasing a contribution to SAF, earning up to 1,000 Tier Points per year. Customers will also be able to use their Avios as a form of payment, which they can do by simply visiting a dedicated landing page which will be live on April 1, 2025. Limitless Tier Points on British Airways Holidays: After the success of the British Airways Holidays double Tier Points promotion, the airline has created a permanent proposition on holiday packages. Members will earn Tier Points based on the price of the entire package, with no limit in place, making it possible to earn elite status in fewer trips than under today’s offer. Later in 2025, Members can also expect: Tier Points on credit card spending: BA American Express Premium Plus Cardmembers will be able to earn up to 2,500 Tier Points by spending on their card. More details of this offer will be announced closer to the launch date. New milestone benefits between Tiers: By introducing more milestone moments between Tiers, Members will be able to unlock rewarding benefits before reaching their next level. This will start with gifts of 2,500, 4,000 and 5,000 Bonus Avios at milestones within Bronze and Silver. More benefits will be announced in the coming months. Customers who already hold bookings for travel after 1 April 2025 will be awarded Tier Points based on a conversion of the existing method. Any existing bookings will earn proportionally the same number of Tier Points, or more, as they would today. British Airways has also introduced an exclusive offer for Members in partnership with The Wine Flyer, IAG Loyalty’s online wine retailer. Members will be eligible for discounts on a wide range of wine, beers and spirits depending on their Tier status – Bronze (5%), Silver (10%), Gold (15%) and Gold Guest List (20%). The changes are part of British Airways’ overall £7bn transformation programme, announced earlier this year. Customers can expect an improved digital experience with a brand-new website and app, new and improved aircraft and a new First suite, to name a few examples.
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