Flybe has joined the Avios loyalty scheme after ditching its own rewards programme.
From 27 October those booking the airline’s flights will be able to earn Avios points, the scheme that replaced AirMiles when British Airways and Iberia were put under the International Airlines Group (IAG).
Passengers on all three of the airlines will be able to use the points on each others’ services as well as other goods and retailers.
“Even though we’ve been competitive over airlines and other forms of transport on price, we found we didn’t have the traction we wanted, so having Avios means it can drive corporate contracts and business partnerships. Equally with leisure routes we think people will look to us for those point routes. It’s another step forward for Flybe in our ‘rebirth’,” said Paul Simmons, chief commercial officer at Flybe.
The partnership expands the earning and redemption of Avios on flights further into the north of the UK and at more regional airports across the country and into Europe.
Gavin Halliday, managing director of Avios added: “The reason people are into these schemes is really to burn them, and Flybe provides a great complement to the others that are involved in the programme. We very firmly believe that this is a significant evolution for the Flybe business as it brings a benefit to customers.
He added: “Loyalty is emerging as quite a big component of the customer choice, it has been in the past, but it’s now becoming a very important part of business particularly in the evolution of digital forms of payment. Business in general is being conducted in ways that consumers are and loyalty and digital applications, along with virtual currencies like how Avios is, all run nicely together.”