Etihad, Alibaba, and Ant Financial forge partnership for loyalty programs
HANGZHOU, China – Etihad Aviation Group, Alibaba Group Holding, and Ant Financial Services Group (ANT Group) signed a Memorandum of Understanding (MOU) to expand their partnership and deliver superior products and services to Chinese customers.
The groups plan to expand cooperation through greater collaboration on respective loyalty programs. In addition, new products and services will be introduced to deliver an improved guest experience and improved logistics.
Under the agreement, Alibaba and Etihad Guest, the award-winning loyalty program of Etihad Airways, will explore enhanced program benefits and opportunities for cross-acquisition of loyalty points. This will include points conversion to Etihad Guest Miles, reciprocal benefits across premium tiers, and the ability to redeem Etihad Guest Miles for Alibaba products.
In addition, Alibaba Group and Etihad Airways will enter into a brand partnership agreement that will integrate the Alibaba Group of Brands with Etihad Airways’ premium leisure travel experience across its global route network.
Alibaba and Etihad Cargo will also cooperate to enhance cross-border air cargo delivery solutions to improve delivery efficiency and performance.
Alipay, an online and mobile payment platform operated by Ant Financial with 520 million monthly active mobile users, will work with Etihad Airways to explore payment service options inflight and on the ground to create a more convenient travel experience for Chinese guests. The addition of Alibaba and Alibaba’s related companies’ products and services is part of Etihad’s commitment to expanding the range of options available to Chinese customers.
Mohammad Al Bulooki, Etihad Airways Executive Vice President-Commercial, said: “Alibaba's renowned digitalization and product innovations, designed around Chinese consumer behavior, have ensured Alibaba's leading position in the industry.