Japan’s All Nippon Airways (ANA) has partnered with loyalty commerce company Points and Collinson Latitude to launch a new ANA Global Service loyalty initiative, aimed at offering a swathe of new services to ANA Mileage Club members.

As part of the multi-year agreement, ANA Mileage Club will integrate private-label global travel booking service Points Travel, to develop ANA Global Hotels and ANA Global Car Rentals, which will allow Mileage Club members to book using miles. Members will also be able to earn more than 6,000 miles for each individual booking through the new services.

Meanwhile, ANA’s partnership with Collinson Latitude will see the introduction of ANA Global Mileage Mall and ANA Global Selection, supported by Collinson’s loyalty-focused online retail platforms, Earn Mall and Redemption Store.

Overall, the new ANA Global Service will seek to provide Mileage Club members with a greater selection of online mile redemption opportunities, including payments for hotels, car rental, merchandise, gift cards and experiences, as well as opportunities to earn miles more rapidly.

“Through this partnership with loyalty commerce experts Points and Collinson Latitude, we’re creating an enhanced global loyalty experience by developing new channels for our global members to earn and redeem their miles in ways that are highly relevant to them,” said Takeshi Inada, president and CEO of ANA X Inc, which runs ANA Mileage Club.

In 2014, Points and Collinson Latitude announced an expansion of their partnership, and the two now provide loyalty commerce solutions for more than ten major airline and hospitality brands in Asia-Pacific, Europe and North America.

“We look forward to launching some great products with ANA X that will add significant value to their members in Japan and provide more earning and redemption opportunities to further engage its international members,” said Rob MacLean, Points’ CEO.

ANA’s new loyalty initiative follows a trend in the airline and hospitality loyalty market towards offering a greater number of ancillary earning and redemption options for members.

Last week, Singapore Airlines’ Krisflyer loyalty programme launched a new debit card in partnership with United Overseas Bank Limited, allowing members to earn more miles on purchases, dependent on the amount of money they have saved up.

Carlson Rezidor’s Club Carlson programme, meanwhile, recently began enabling its members to spend points to redeem a year-long membership to independent airport lounge operator, Priority Pass.

ana.co.jp; points.com; collinsonlatitude.com