Huge response to Etihad loyalty scheme

Etihad Guest, the new loyalty programme from Etihad Airways, has received nearly 3,000 global applications for membership inside the programme’s first 24 hours, a clear indication that the pioneering airline is in touch with the thinking of today’s discerning international travellers. Launched on Wednesday, 30 August in Abu Dhabi, Etihad Guest offers its members a flexible range of features and services which cater to the world’s growing number of service-conscious airline customers.

The majority of the applications have been collected via Etihad’s re-launched website and have come from more than 50 countries from around the world.

“Flexibility, transparency, and ease-of-use are what all airline passengers want from any travel experience.  Only Etihad’s Guest loyalty programme meets that demand with a rewards scheme that delivers immediate benefits,” said Peter Baumgartner, head of marketing, Etihad Airways.

As expected, many of the new applicants for membership originate from countries to which Etihad flies, including destinations in Asia, Europe, North America and the Middle East.

Etihad executives expect that membership numbers will grow with the rapid expansion of the airline’s international destination network.


“It is tremendous to see so many new members, based in markets that we currently do not offer services to, enrolling with Etihad Guest. Clearly our customers are keen to join the programme because the Etihad network is growing at such a considerable rate,” continued Baumgartner.

Industry experts have been eager to praise the new programme including Randy Petersen, who is widely considered to be the world’s leading expert on airline frequent flyer programmes.

Mr. Petersen said: “One of the most popular new features of Etihad Guest is that the programme eliminates the concept of ‘blackout periods’ [a time when passengers are restricted from travel] and the restriction on members’ flight redemption. Unlike most airlines, Etihad has shown that it recognises how important flexibility is to Guests.”

Etihad Guest also offers members a choice of “payment”, whether purely miles or a cash contribution, immediate redemption potential, a wealth of non-flight partners to choose from, and the chance to earn on ‘reward flights’ through cash contributions.

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