Kenya Airways sells 5m Asante Rewards points to Art of Luxury
Kenya Airways (KQ) has partnered with luxury retail destination Art of Luxury in a deal that includes the bulk purchase of five million points from the airline’s Asante Rewards loyalty programme.
The partnership pairs loyalty rewards with joint marketing aimed at linking air travel and luxury shopping. Kenya Airways will promote Art of Luxury through airport advertising, its in-flight magazine, digital content, email campaigns and video.
The two companies will also explore exclusive luxury experiences for the airline’s premium customers. They expect the deal to open the way for future joint campaigns and more personalised customer engagement.
“Our customers travel for business and for leisure, and many of them shop and spend with the same care they bring to choosing an airline,” said Habil Waswani, acting group managing director and CEO of Kenya Airways.
“This partnership will bring together marketing, customer rewards and premium experiences, reinforcing Kenya Airways’ ambition to be a premium lifestyle and travel brand beyond aviation.”
For Art of Luxury, the deal offers access to Kenya Airways’ customer base and marketing channels.
“We are proud of this partnership with Kenya Airways, that creates opportunities to connect luxury shopping with travel rewards and curated customer experiences,” said Mahesh Shahani, CEO of Art of Luxury. “We look forward to introducing Art of Luxury to a wider audience and exploring new ways to engage customers who value quality, craftsmanship and exclusivity.”
Selling points in bulk to retail and financial partners is a well-established revenue source for airlines worldwide. Partners buy miles to reward their own customers, giving carriers upfront cash and wider brand exposure.
The deal adds a retail dimension to Asante Rewards and extends Kenya Airways’ effort to engage customers beyond its core aviation business. It follows the airline’s recent move into lifestyle products, including the Asante Global Card, a travel-lifestyle credit card launched with Visa and Absa.
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