Air India is working on its turnaround programme since privatisation in 2022. Over the past weekend, the airline completed two years of privatisation, and it has since been busy with many improvements to make it a good airline again.

As you can imagine, with years of mismanagement and lack of innovation, a tonne must be done and sorted out to bring the airline to acceptable levels again. A hint of what to expect in the future is seen in the airline’s new product, which has been revealed and is currently flying on domestic sorties while the airline pilots get released on the plane after completing their check rides, and the crew also gets acquainted with the product and the service protocols.

However, one of the significant changes the airline needs to make is with its frequent flyer programme. The airline is working on a revamped frequent flyer programme with OnLoyalty, a global loyalty advisory firm. While it was earlier announced (internally) that it is a part of the Q12024 releases from the airline, there is no follow-up announcement on this so far.

However, in an internal note from the CEO’s desk, it is now slated that in 2024, the airline will launch a new “group loyalty programme”. While it no longer states a timeline, Groupwide would indicate that Air India and Air India Express would be accounted for. There is also Vistara, which will eventually be merged into Air India and has many frequent flyer members.

Bottomline

Air India is working on launching a new, groupwide, frequent flyer programme, which will offer a programme that will offer members of Air India and the Air India Express wing of the airline. The Club Vistara programme will eventually be subsumed into this programme as well.

What do you think this “groupwide” programme will include?

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