Etihad Airways has unveiled a number of changes to its Etihad Guest programme from this summer.
The carrier says it is reducing the number of miles needed for redemptions “on some of our most popular destinations”, with an example given being London to Abu Dhabi in economy (down from 32,000 to 30,000 miles + taxes).
Overall Etihad said there would be a nearly 30 per cent reduction in GuestSeat pricing.
The airline is also introducing new Custom Benefits, allowing members to choose from a range of benefit options including lounge access and complimentary chauffeur drive according to their tier level.
Exact benefits will be confirmed nearer to the launch in June, but Etihad said that Silver members will get a choice of two Custom benefits, while Gold will get four and Platinum five.
There will also be Beyond Benefits for Gold members reaching 75,000 Tier Miles, with examples including bonus miles and being able to nominate a friend of family member for Silver status.
Tier Segments have been replaced by Tier Miles, which will be awarded at the same rate as Guest Miles, with earning now taking into account fare bands as well as destinations and class of travel.
Silver and Gold Tier members will be able to use Etihad Guest Miles to extend their Tier status for another year – more details will be shared on this in June.
Other changes include a new Diamond Tier for Platinum members spending over $150,000 on Etihad flights in 12 months, the option for Platinum and Diamond members to choose their own “vanity” membership numbers, and the option to redeem miles for upgrades to The Residence cabins.
A couple of things to note though – miles will expire after 18 months, unless members fly with Etihad or any of the carrier’s airline partners. And there are new fees to cancel award seat bookings, ranging from 25 per cent to 75 per cent of the fare depending on when the cancellation is made.
More details on the changes can be seen at etihad.com/en/guest/loyalty-relaunch.
Earlier this week Etihad unveiled a new collection of amenity kits and loungewear created in partnership with Italian design house, Giorgio Armani, and luxury brand ESPA.
Commenting on the news Mark Potter, managing director of Etihad Guest, said:
“We are excited to announce a new era for the Etihad Guest programme with the experience of being a valued member about to reach new heights.
“The enhancements renew our partnership with our Etihad Guest members around the globe, meaning the more time they invest with us through flying and through our lifestyle partners, the more rewarding and personalised their experiences become, so Guests can journey on their terms, not ours.
“Today, we have revised the pricing for our GuestSeats and reduced the miles required for some of our most popular destinations in both Economy and Business classes to provide our members with more rewarding opportunities when booking flights.
“Examples of GuestSeat price reductions include: Abu Dhabi to London in Economy Class down to 30,000 EYG Miles and taxes; Milan to Abu Dhabi in Economy Class down to 25,000 miles and taxes; Jeddah to Abu Dhabi in Business Class down to 20,000 miles and taxes; and Abu Dhabi to Istanbul in Economy Class down to 15,000 miles and taxes.
“Members will earn the same amount of Tier Miles and Etihad Guest Miles on bookings made from June. Therefore, the higher fare brand they book, the more Tier Miles and Etihad Guest Miles they will earn. So, treating yourself to a little luxury will help you reach higher tiers and unlock exciting extra benefits in no time.
“We are also further rewarding our Platinum Tier members, who will now enjoy 100 per cent Bonus Etihad Guest Miles when flying with us or any of our eligible airline partners, to bring their next rewards closer.
“And we will be enabling Etihad Guest members to upgrade to The Residence, our luxury three-room suite in the sky, using their miles.”
“And Etihad Guest is delighted to introduce a new elite tier, Diamond, recognising the airline’s top flyers with experiences that truly go beyond. Diamond and Platinum members will be able to choose their own, personalised membership numbers.”
“We are also introducing Beyond Benefits for our Gold and Platinum members as they progress through their tiers. These benefits can be gifted to friends or family, and include rewards such as Silver or Gold tier status or lounge passes for them to relax in style before their flight, as well as Etihad Guest Bonus Miles.”
“To move to a higher tier and unlock more benefits, Etihad Guest members will still need to earn a set number of Tier Miles, some of which must now be earned from flying.
“We’ve simplified the way members reach their new tiers by removing Tier Segments, creating a simpler way for Guests to track their progress to the next level.”
