At the World Aviation Festival 2025, Cristina Yoshida, Director of Loyalty at Azul, highlighted how Azul Fidelidade is evolving into an everyday loyalty ecosystem powered by subscription plans, premium credit cards, and diversified redemptions. By embedding flexibility, lifestyle partnerships, and exclusive experiences, Azul is driving deeper engagement while creating stable, recurring revenue streams.
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Azul AirlinesAt the World Aviation Festival 2025, Cristina Yoshida, Director of Loyalty at Azul Linhas Aéreas Brasileiras, showcased how Azul is reimagining loyalty through innovative products, recurring revenue models, and an expanded ecosystem that goes far beyond air travel.
Azul’s Competitive Strength:
Azul serves 150 destinations across Brazil—three times more than its competitors—and is the sole carrier on 82% of its routes, holding leadership on 91%. A diversified fleet, ranging from wide-body Airbus aircraft to eight-seat Cessnas, allows Azul to connect major hubs with remote communities, making it uniquely positioned in Brazil’s vast geography.
Loyalty at the Core:
Azul’s loyalty programme has become a strategic growth driver. With millions of active members, 29% are highly engaged through subscription plans or co-branded cards, and 35% of redemptions now extend beyond airline tickets. Crucially, engaged members fly nine times more and spend six times more than the average customer.
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Image: GLO
Key Loyalty Innovations:
1. Clube Azul (Subscription Plan)
Launched nearly 10 years ago, Clube Azul has seen 85% revenue growth in three years. Members subscribe monthly or annually, earning bonus points, exclusive benefits, and even elite status (Sapphire or Diamond at higher tiers). Today, 50% of airline redemptions come from Clube Azul members, highlighting their role as the programme’s most engaged customers.
2. Co-Branded Credit Card
Azul’s card is consistently ranked the best in Brazil, offering:
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Automatic elite status
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10%–20% ticket discounts
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Free companion tickets
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Two business class upgrades every 12 months
Premium cardholders account for 70% of cardholders but 90% of spend, with spending up 60% year over year.
3. Diversified Redemptions
Azul has reduced reliance on flight redemptions (from 85% to 66%) by growing its marketplace, hotels, car rentals, packages, and Azul Viagens tour operator. Permanent discounts are offered to elite members, and the new Points + Money option has already boosted redemptions by 30%.
4. Innovative Products
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Congela Passagem (Freeze Your Fare): Members can lock in fares for up to 15 months, even with zero points, then earn and redeem over time—driving engagement and flexibility.
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Favourite Redemptions: Exclusive low-cost redemptions for Clube Azul members, including packages with Disney, Universal, concerts, hotels, and even flight simulator or hangar tours.
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TransAzul: Enables members to redeem tickets to destinations worldwide.
5. Welcome Offers – “Bem-Vindo” Project
In partnership with Brazil’s leading coupon company, Azul sends WhatsApp offers when customers land at destinations. With 2,000 brands and 35,000 points of sale, customers receive tailored discounts at restaurants, retailers, and services. Azul benefits from new revenue streams, while partners only pay for redeemed offers—making it a win-win for all.
Vision: Loyalty as an Everyday Ecosystem:
Yoshida emphasised that Azul’s goal is to make loyalty an integral part of customers’ daily lives, not just their flights. Subscription members and premium cardholders create stable, recurring revenue streams, while diversified redemptions and experiential products drive deeper engagement. The “Bem-Vindo” initiative exemplifies Azul’s intent to extend loyalty from travel to lifestyle, embedding the programme in every stage of the customer journey.
Key Takeaways:
- Subscription & cards drive recurring revenue and stronger customer lock-in.
- Premium cardholders are the most valuable segment, accounting for most spend.
- Redemption diversification reduces reliance on flights and adds flexibility.
- Innovative products like fare freezing and favourite redemptions boost engagement.
- Partnerships & offers extend Azul’s ecosystem beyond travel into everyday life.
GLO Take:
Azul is proving that loyalty can be more than just a frequent flyer programme. By combining subscription models, premium credit cards, and lifestyle partnerships, Azul Fidelidade is building a recurring, high-value ecosystemthat embeds itself in customers’ daily routines. Its focus on flexibility, everyday utility, and exclusive experiences shows how airlines in emerging markets can leapfrog traditional models to deliver loyalty that feels indispensable.
Source: GLO
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