British Airways launches The Mileage Company

British Airways has launched a new company to manage the Airmiles reward scheme, as well as BA’s own Executive Club. BA had previously tried to sell Airmiles, but The Mileage Company, a wholly-owned subsidiary of BA, will now run both schemes with the aim of maximizing their commercial success and growing partnerships. It also plans to market itself as a one-stop shop for the management of loyalty schemes for other companies in the future. Andrew Swaffield, the managing director of Airmiles who will also lead The Mileage Company, said: “Anything that is travel based is particularly interesting to us, where we have a strong pedigree and lots of experience. Although airlines would be the most obvious target market for us, certainly hotels are of great interest.” According to Swaffield, the key to making the most of loyalty schemes is to consolidate. “Don’t be a loyalty junkie,” he said. “Pick one scheme and stick with it. Don’t spend money you wouldn’t otherwise have spent and make sure you get rewarded for what you would have done anyway. And always read the small print.” For more information visit themileagecompany.com. Report by Sara Turner