Rival scheme takes on Air Miles

Air Miles faces a challenge from two of its original founders, who are launching a rival air travel loyalty scheme with rewards in travel, leisure, entertainment and sports.

Air Miles faces a challenge from two of its original founders, who

are launching a rival air travel loyalty scheme with rewards in travel,

leisure, entertainment and sports.

After ten years working on loyalty programmes in Holland, Canada and

Spain, Air Miles founders Keith Mills and Philip Beard are returning to

the UK market with a new company, Loyalty Rewards.

The company is reported to have signed up two retailers to the scheme

and has also recruited Safeway’s relationship marketing controller

Stephen Taylor and Air Miles’ head of travel marketing, Nicola


The new launch will offer two services: one to help customers run their

own loyalty programmes; the second, the development of their own loyalty

currency which they hope will have more appeal than Air Miles.

’There are plenty of companies who are prevented from working with Air

Miles due to client conflict,’ said Beard. ’Air Miles is still seen as

primarily the British Airways loyalty programme.’

Air Miles, which was bought by BA in 1994, has 350 retailers and four

million people signed up. Profits have risen 50% year-on-year in the

past three years.


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