KUALA LUMPUR: Malaysia Airlines Bhd (MAB) today launched a ‘miles-accelerator’ feature for its frequent flyer programme, Enrich, enabling members to purchase miles or top up their existing miles balance through a ‘Buy Miles’ platform.
MAB head of customer experience Lau Yin May said the newly introduced accelerator feature provides members flexibility and more options in accumulating miles.
“We are proud to be introducing this service via our partnership with Loylogic, in our continuous efforts to enhance our offerings to our members,” she said in a statement.
Lau said the Enrich Buy Miles platform would allow nearly four million members to top-up their Enrich Miles balance online with just a few clicks, at their own convenience, at any time, any day.
“This empowers our members to have more control over their rewards experience and enjoy more of what Enrich has to offer,” she added.
Powered by Loylogic, Enrich’s Buy Miles offers a simple solution for members to instantly increase their miles without further accrual effort.
MAB said through this feature, members can buy a minimum of 1,000 and up to 50,000 Enrich miles per transaction. A total of 150,000 Enrich Miles can be purchased a year.
MAB said the acquired miles can be utilised immediately to redeem ‘award flights’ on Malaysia Airlines, oneworld member airlines and Enrich partner airlines.
Alternatively, members can also use these miles to add more comfort to their travel by redeeming them for seat upgrades, Golden Lounge access and/or Enrich vouchers for Temptations in-flight shopping.
Loylogic chief executive officer Dominic Hofer said the company is thrilled to launch its new Buy Miles Solution together with the loyalty team of Enrich and a strong partner like Malaysia Airlines.
“For Loylogic, entering the Buy, Gift, Transfer Miles (BGT) business is a strategic move to serve our clients more holistically. We decided to take this step following repeated demand from our loyalty programme clients and prospects,” he said.
Hofer added Loylogic sees a good opportunity to enter this market by offering leading frequent flyer programmes globally with a low cost BGT model, while offering a state of the art loyalty solution in superior user experience.
To celebrate the launch, Enrich members will be able to enjoy additional 30 per cent bonus miles when they boost their miles balance through Buy Miles from now until July 31, 2018.
Members can purchase their miles through the Buy Miles portal on Malaysia Airlines’ website at https://www.malaysiaairlines.com/us/en/enrich/buy-miles.html.