The Etihad Guest initiative allows members to collect bonus miles by flying with the carrier.
Etihad air miles are redeemable against a range of gifts from partner retailers, financial service providers, leisure companies and car rental outlets.
The airline is also thought to be looking to partner with Indian airlines, such as Air India, to further expand the loyalty scheme.
Campaigns promoting the Guest service, which received more than 3000 applications on its launch day last week, will be handled by the airline's direct marketing agency, Carlson Marketing.
The loyalty scheme is being supported by a dedicated website that will allow members to redeem their air miles against partners' goods.