Malaysia Airlines’ launches ‘Buy Miles’ feature

KUALA LUMPUR: Malaysia Airlines Bhd yesterday launched a “miles-accelerator ” feature for its frequent flyer programme, Enrich, enabling members to purchase miles or top up their existing miles balance through a “Buy Miles” platform.

Malaysia Airlines head of customer experience Lau Yin May said the accelerator feature provided members with flexibility and more options to accumulate miles.

“We are proud to introduce this service via our partnership with Loylogic, in our continuous efforts to enhance our offerings to our members,” she said.

Lau said the Enrich “Buy Miles” platform would allow nearly four million members to top up their Enrich Miles balance online with just a few clicks at their own convenience.

“This empowers our members and allows them more control over their rewards experience, and let them better enjoy what Enrich has to offer,” she added.

Powered by Loylogic, Enrich’s “Buy Miles” platform offers a simple solution for members to instantly increase their miles without further accrual effort.

Malaysia Airlines said through this feature, members can buy a minimum of 1,000 and up to 50,000 Enrich miles per transaction. A total of 150,000 Enrich Miles can be purchased a year.

Malaysia Airlines said the acquired miles could be used immediately to redeem “award flights” on Malaysia Airlines, oneworld member airlines and Enrich partner airlines.

Alternatively, members can also use these miles to add more comfort to their travel itinerary by redeeming the points for seat upgrades, Golden Lounge access and/or Enrich vouchers for Temptations in-flight shopping.

Loylogic chief executive officer Dominic Hofer said the company was thrilled to launch its new “Buy Miles” platform together with the loyalty team of Enrich and a strong partner such as Malaysia Airlines.

“For Loylogic, entering the Buy, Gift, Transfer Miles (BGT) business is a strategic move to serve our clients more holistically.

“We decided to take this step following repeated demand from our loyalty programme clients and prospects,” he said.

Hofer added that Loylogic saw a good opportunity to enter the market by offering leading frequent flyer programmes globally with a low-cost BGT model, while offering a state-of-the art loyalty solution in superior user experience.

To celebrate the launch, Enrich members will be able to enjoy an added 30 per cent bonus miles when they boost their miles balance through the “Buy Miles” platform from now until July 31.

Members can purchase their miles through the Buy Miles portal on Malaysia Airlines’ website.