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.