British Airways Reengineers Loyalty Program with Enhanced Choice and Flexibility

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The customer experience is always evolving. What customer want and need must be continually be kept top of mind, especially as new technologies and digital/mobile devices surge in popularity. Brands and marketers, therefore, must continually evolve as well, to ensure that they maintain a high degree of relevance to those they continually hope to engage.

In an attempt to stay instep with these new market forces, British Airways has just reengineered its popular On Business loyalty program to better serve modest sized business travellers all across Kuwait.

On Business, which was designed to help small and medium sized enterprises (SMEs) throughout the country, will now offer even more flexibility and value to travelers by integrating the loyalty programs of British Airways, Iberia and American Airlines into the existing program structure. Furthermore, the newly revitalized On Business will also provide points based on spend, not on the distance travelled or number of flights taken.

“Our research told us members wanted a program that was simple to understand, helped them manage their travel costs and recognized them for all of their spend with us,” said Paolo De Renzis, head of sales for British Airways across the Middle East, Africa and Central Asia. “The changes we’ve made do exactly this. A simple way of earning points based on spend, a simple way of delivering immediate savings through discounts and tiers to reward loyalty. Therefore, it will better meet the flying needs of this dynamic and growing sector in Kuwait.”

Since flexibility is also a growing priority for consumers, the new On Business will allow immediate and upfront discounts on flights for members who choose to take that option.

Furthermore, a new tier system is also being included. It will accommodate travelers based on the amount spent on travel annually. The lowest tier level only requires members to spent £2,200 to earn free flights on UK domestic routes and flights in Europe.

Additional benefits of the revitalized On Business include:

• Cash discounts on selected flights
• Handpicked offers and bonuses for members
• A new, easy to use online account management tool

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