To attract high-spending customers, the airline is offering a status match for Flying Blue members who joined through Kenya Airways.
(Image Source)
GLOKenya Airways recently introduced its new loyalty program called Asante Rewards, and Julius Thairu, the Chief Commercial & Product Officer at Kenya Airways, shared insights on the program’s future and initial rollout. The airline aims to encourage its most loyal customers to join and stay with Asante, with membership being a crucial aspect.
Previously, Kenya Airways customers were part of Air France-KLM’s Flying Blue loyalty program through a joint venture agreement. However, as that partnership ended, Kenya Airways decided to regionalize its loyalty scheme and provide rewards closer to home. To attract high-spending customers, the airline is offering a status match for Flying Blue members who joined through Kenya Airways. This means that these customers can join both programs at the same elite level without losing their Flying Blue status.
Thairu emphasized that the status match offer is specifically for customers who joined through Kenya Airways and primarily fly with the carrier in the region. These members will be instantly status matched and given a lower threshold to maintain their status for the following year. This offer does not compete with the Flying Blue program and is designed to incentivize customers to try out Asante.
Asante Rewards is still in its early stages and is gradually developing its core features, such as earning and redeeming miles with partners. The program is working closely with Air France, KLM, and Delta to establish distance-based award charts, which can attract members by offering more affordable reward tickets. Asante also aims to provide regional benefits, partnering with local retailers, online portals, and other avenues to allow members in Kenya or flying with Kenya Airways to accumulate mileage on a daily basis.
Members can earn status in Asante Rewards by flying with Kenya Airways or its partners, without any minimum points requirement. The program offers three tiers: Silver Elite, Gold Elite Plus, and Platinum Elite Plus, with different points or flight requirements for each tier.
Overall, Asante Rewards is still in the process of development, but it shows promising progress in becoming a comprehensive loyalty program, offering regional benefits and partnerships while appealing to frequent flyers.
