Etihad enhances frequent flyer program through expanded partnership with Pointspay

Pointspay already collaborates with other airlines such as SAS, Air France-KLM, and SWISS. Dominic Hofer, CEO of Pointspay, commented: “We are thrilled to extend our long-term partnership with Etihad Guest and launch our new white label solution. This collaboration represents another significant milestone in Pointspay’s mission to innovate and enhance loyalty programmes globally. Etihad Guest’s dedication to enriching member experiences aligns perfectly with our vision.”

Etihad Guest highlighted the benefits for online retailers from this agreement, noting increased engagement through “extensive omnichannel marketing and advertising opportunities” among millions of loyalty program members. Pete Howroyd, CMO of Pointspay said: “Pointspay has demonstrated its ability to significantly enhance engagement amongst millions of loyalty program members by connecting them to Pointspay’s trusted network of global shops providing the ability to earn and redeem miles via our payment solution.”

Pointspay offers access to over 20 million loyalty program members worldwide. Howroyd added: “Through our patented technology, Pointspay gives online shops the ability to grow sales in a unique and targeted way.”

Etihad describes this system as "groundbreaking" and notes that it will be the first of its kind in the Middle East. Customers should benefit from this extended partnership later this year.

In an interview last year, Hofer explained how Pointspay works by allowing users to choose how many miles they wish to spend or gain from an online transaction through a points-plus-cash slider at checkout.

This move follows other recent agreements by Etihad Airways aimed at making its loyalty program more attractive. For instance, a new agreement with Batik Air Malaysia provides additional connectivity from Kuala Lumpur International Airport (KUL). Additionally, an enhanced codeshare agreement with JetBlue allows members from both airlines' programs to earn and redeem miles on each other's flights.

Earlier partnerships include one with Air France-KLM which now enables frequent flyers part of either airline's programs—Etihad Guest or Flying Blue—to redeem or earn miles interchangeably.

In February, Etihad announced changes including improved pricing for seats reserved for members and introduced a new Diamond tier. These efforts have resulted in the program reaching 10 million members earlier this month.