Fiji Airways’ unique approach to its new loyalty program

While Fiji Airways intends to become a full member of the Oneworld airline alliance in early 2025, another big step forward for the Pacific carrier is much closer: the launch of a Fiji Airways loyalty program.

This will be quite different to Fiji Airways’ current Tabua Club, which is a paid program (annual membership costs A$466) with a basic set of perks including lounge access.

Status credits earned from Fiji Airways flights elevate travellers to the Tabua Club Plus tier with broader benefits such as upgrade credits, priority airport services and a higher checked luggage allowance.

However, the core element of a conventional airline rewards program – earning points which can be converted into a free flight, an upgrade or other benefits such as lounge passes – are nowhere to be seen.

That’s about to change, but in a very unexpected way.

“With such a small local market, we just don’t see a need to start a loyalty program that may not appeal to travellers looking to rack up points,” says Fiji Airways CEO Andre Viljoen.

“If we start our own frequent flyer program, holiday members have less reason to join because they may only visit Fiji once or twice a year,” Viljoen tells Forbes.

“When they spend money on credit cards in their home markets or fly to other destinations, they want to earn miles with programs that are more relevant to them.”

“This is the reason why we rely on partner programs to help elevate our offering,” he elaborates, citing the rewards schemes of fellow Oneworld airlines.

Never the less, Fiji Airways is getting ready to roll out a loyalty program – or rather, adopt another loyalty program.

“There is potential to tie up with another loyalty program that we adopt as our own,” Viljoen say, which would allow travellers on Fiji Airways to “earn and redeem miles in a more familiar program they can use elsewhere.”

Fiji Airways already has a close relationship with Qantas, but if Viljoen is looking for the most powerful and flexible airline rewards currency, it would be hard to go past Avios, which is now used by global behemoth Qatar Airways alongside British Airways and Finnair (among others).

The details are still being finalised, but Viljoen teased “plans for a big announcement soon in the loyalty program space.”

By David Flynn,

Source ExecutiveTraveller