Kenya Airways has found a new buyer for its loyalty currency. Art of Luxury, which describes itself as a luxury retail destination, has agreed to buy five million points in the airline's Asante Rewards programme as part of a wider partnership, according to TechTrendsKE. Neither side disclosed the price.
What is in the deal
- A bulk purchase of five million Asante Rewards points by Art of Luxury.
- Promotion of Art of Luxury through Kenya Airways' airport advertising, in-flight magazine, digital content, email campaigns and video.
- Exclusive luxury experiences for the airline's premium customers, which the two companies say they will explore.
- More joint campaigns and more personalised customer engagement, which both expect to follow.
"Our customers travel for business and for leisure, and many of them shop and spend with the same care," said Habil Waswani, Kenya Airways' acting group managing director and chief executive, describing the deal as part of the airline's ambition to be "a premium lifestyle and travel brand beyond aviation", according to Bizna Kenya. Art of Luxury chief executive Mahesh Shahani said it creates opportunities to connect luxury shopping with travel.
Why airlines sell points
Selling miles or points in bulk is a common revenue line for airlines, TechTrendsKE notes. A partner buys points to reward its own customers; the airline gets cash up front and its brand in front of a new audience. The deal adds a retail partner to Asante Rewards, which also gained the Asante Global Card, issued with Visa and Absa.
For Art of Luxury the appeal is the audience: travellers who see the airline's airport advertising and in-flight magazine are close to the shoppers a luxury retailer wants. For Kenya Airways, a loyalty programme that other brands pay to join becomes a source of income, not just a cost. What is still unclear is how customers will earn or spend points at Art of Luxury; the companies have not yet explained it.
