Malaysia Airlines has beefed up its Enrich program in an effort to double membership by July of next year. The program currently claims 1 million members. In addition, MAS general manager of corporate marketing and loyalty program Raja Nordiana Zainal Shah said he expects revenue from the program to grow at least 50 percent.
Shah wouldn’t say how much revenue Enrich currently generates, but he did point out that it receives substantial revenue from partners, which comprise other airlines, banks, credit card issuers, hotels and lifestyle retailers.
“We make about RM50 million a year from these partners alone, excluding money we receive directly from customers who buy tickets,” Shah told the Malaysia Business Times. “With the enhanced Enrich, we hope to generate at least 50-percent more revenue.”
Members of the enhanced Enrich program are now be able to earn points from different classes of fares. The program has also introduced additional elite tiers, with the new Silver tier bridging the gap between the existing Blue and Gold memberships. The highest tier remains Platinum.