Malaysian airlines and hotels offer flexibility to win travellers' loyalty

Malaysia Airlines’ Enrich has provided flexibility to its loyalty programme.

With the uncertainty surrounding travel during the Covid-19 pandemic, local airlines as well as hotel chains are providing flexibility to their loyalty programmes.

Malaysia Airlines’ Enrich for one, has introduced a redemption waiver policy that further extends the validity of members’ accumulated points.

“Due to the continued Covid-19 crisis, Enrich is offering flexibility and further extended validity to Enrich members with award tickets redeemed on Malaysia Airlines operated flights and Oneworld as well as Enrich partner airline flights, with effect from April 17 (2020), ” the company offers in a statement.

All Malaysia Airlines destinations redeemed on the company’s operated flights will have the ticket validity extended for travel up to June 30,2021.

However, rebooking for tickets issued on or before June 30 must be made by Dec 31 this year.

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As for Oneworld and Enrich Partner Airlines’ destinations, rebooking or re-routing is allowed on the same airline and same booking class redeemed.

Meanwhile, AirAsia’s BIG recently revamped the loyalty programme to allow passengers to use their points beyond flights and travel.

Members will now be able to use their points to redeem lifestyle-related deals and savings ranging from F&B and shopping to services and entertainment.

Biglife chief executive officer Spencer Lee said this revamp will give more value for AirAsia passengers.

“BIG Points have evolved from just loyalty points into a digital currency, ” he said.

Deals redeemed will be in the form of e-vouchers, which can be used at partner merchants’ offline or online stores.

New features such as points transfer, points sharing among family members and blockchain-based points conversion on the BIG Xchange platform will be available soon.

According to Lee, there are over 13 billion BIG Points in members’ accounts.

“This presents a huge opportunity for businesses to tap into our ecosystem and offer their products and services to our member base of over 26 million, ” he said.

Hotel chains are also updating their loyalty programmes to keep up with the pandemic.

Marriott Bonvoy, Hilton Honors, IHG Rewards and World of Hyatt are all providing some form of point extension or retention of inactive elite tiers.

More information can be obtained on the respective company’s website.

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