With the airline industry traditionally viewed as one that eschews convenience and comfort for all but the most elite travelers, Japan Airlines is attempting to embrace a customer experience strategy that makes flying a little bit easier and more enjoyable for most.
Through a new initiative launched in conjunction with Priority Pass, Japan Airlines Mileage Bank Members will now be able to redeem their points for an array of Priority Pass Prestige membership benefits.
This will effectively allow Japan Airlines’ loyalty program members to get more mileage out of their points. The airline also sees this as a way to boost its global engagement opportunities and overall value proposition.
"We believe that Priority Pass will greatly enhance the convenience and comfort of the airport experience and as a result, increase the loyalty of all our JAL Mileage Bank members,” Jun Kato, Executive Officer of Japan Airlines. "This collaboration will cater to all our Members around the world and they will now be able to enjoy a comprehensive network of over 950 lounges worldwide, through the easy conversion of their JAL Mileage Bank Miles."
Since Priority Pass is considered to be “the world's original and largest, independent airport lounge membership program” and Japan Airlines is one of the most popular airline loyalty programs with over 30 million members, the new partnership marks a powerful and far-reaching union.
The partnership works both ways as well. Not only can Japan Airlines Mileage Bank Members use their points for Priority Pass benefits, Priority Pass Prestige members can also earn free flights, hotel stays, merchandise, and an array of entertainment events and exclusive activities, which can be redeemed through Japan Airlines’ website.
"We are very pleased to partner with JAL, and they are the first airline to offer airmile redemption for a Priority Pass membership,” said Tony T. Low, Senior Vice President and General Manager, Asia Pacific for Priority Pass. "This new partnership will now connect and provide all of JAL's members and frequent flyers who want more from their airport experience in the form of rewarding travel journeys, with airport lounge access at all the top travel destinations around the world. We look forward to JAL Mileage Bank members joining the Priority Pass lounge access program."