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Malaysia Airlines Enrich Loyalty Program Moves to Fare Based Earning and New Tier Qualifications

Effective April 1, 2021, Malaysia Airline’s Enrich loyalty program will transition to a fare-based earning structure and a new qualification structure. Enrich Miles will be rebranded as ‘Enrich Points’ and existing balances will be honored on a one-to-one basis.

Malaysia Airlines Enhances the Enrich Loyalty Program - Courtesy Malaysia Airlines

On Wednesday (January 27, 2021), Malaysia Airlines announced that their Enrich loyalty program will transition to a fare-based earning scheme from April 1st, 2021. Enrich Miles will be rebranded as ‘Enrich Points’ and the new accrual model will offer a fair value per ticket spend in line with spend-based earnings on non-airline partners. The airline is also introducing a new loyalty tier qualification structure, providing a more rewarding experience when customers choose to fly Malaysia. The revised earning model will apply to all Malaysia Aviation Group (MAG) flights including Malaysia Airlines and MASwings, with Firefly changing over to the new scheme in 2022.

In Wednesday’s announcement, Malaysia Airlines Group’s Chief Marketing and Customer Experience Officer of Malaysia Airlines Berhad, Lau Yin May, said,

“This milestone of the Enrich Programme is part of Malaysia Airlines’ ethos of providing our passengers with maximum value for their travels. Coupled with our signature Malaysian Hospitality, we seek to enhance the overall customer experience and better fulfil the demands of our frequent flyers. The changes allow us to be a more attractive programme by providing simplicity and introducing a more rewarding value proposition.”

The enhanced loyalty program also includes a shift in tier qualifications, where members will earn Elite Points based on a fixed table of travel sector and class of travel. The new Enrich program will continue to offer four membership levels including Blue, Silver, Gold and Platinum. The announced changes are part of the continuous improvement of the Enrich program, including curated offers such as Enrich Base, Enrich Hotels an Enrich Shoppe. Additionally, Enrich has ventured into business services with Enrich BizConnect, taking the program beyond travel to a lifestyle brand.

Source: Malaysia Airlines

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