Etihad acquires majority stake in Alitalia's frequent flyer programme
Etihad Airways has acquired a 75 per cent stake in Alitalia Loyalty S.p.A, the owner and operator of MilleMiglia, Alitalia's frequent flyer programme, with Alitalia retaining the remaining 25 per cent stake.
Alitalia Loyalty will become part of Global Loyalty Company (GLC), a loyalty and lifestyle company that allows Etihad Airways and its partners to target the global loyalty market more effectively, whilst driving technology and back office synergies. GLC also consists of Etihad Airways’ Etihad Guest, airberlin’s topbonus and Jet Airways’ JetPrivilege programmess. Together, Etihad Guest, topbonus, JetPrivilege and MilleMiglia have a combined total of 14 million members worldwide.
The addition of MilleMiglia will lead to enhanced opportunities for members to collect and redeem their miles around the world. In addition, it will give GLC true global scale and a critical mass of valuable, high-spending consumers.
To celebrate this milestone, guests registering to join MilleMiglia before 28 February 2015 will receive a double welcome bonus (2,000 + 2,000 miles).
James Hogan, president and chief executive officer of Etihad Aviation Group, said: “Etihad Airways’ majority stake in Alitalia Loyalty is a fundamental part of our investment in Alitalia and will position Global Loyalty Company as a leading player in Italy’s loyalty market.
“The loyalty programme sector is a faster growing and higher margin business than the airline industry. This approach allows both Etihad Airways and Alitalia to reap greater rewards together, with opportunities to generate sustained profits from our loyalty programmes.
“Importantly, this investment also ensures MilleMiglia’s members will benefit from exciting long-term plans to develop Global Loyalty Company into a broader, multi-partner loyalty programme across the core markets of Italy, Germany, India and the United Arab Emirates.”