Luxury travel is growing beyond its traditional ultra-wealthy base, creating new opportunities for brands with travel loyalty programs to capture a greater share of high-end travel demand, according to a new report from travel technology provider arrivia. The New Luxury Travel Playbook examines the circumstances under which aspiring luxury travelers—households with net worth between $100,000 and $1 million—are actively upgrading their travel. It explores how wealth, life stage and generation shape the definition of luxury.

Air India, India’s leading global airline, and Arrivia, the world’s largest stand-alone travel loyalty provider and a travel technology company, have entered into a partnership for Air India’s Flying Returns loyalty programme. The partnership enables Air India Flying Returns members to earn Reward Points on their cruise trips on more than 40 major cruise lines, including Royal Caribbean International, P&O Cruises, Norwegian Cruises, MSC Cruises, Disney Cruises, Celebrity Cruises, Costa & Cunard, among many others, offering over 30,000 itineraries across the world.