KUALA LUMPUR, 29 January 2021: Malaysia Airlines will recalibrate its earning formula from miles to fare spend for its Enrich loyalty programme, effective 1 April.
In a media release, Wednesday, the airline said the changes would also include a tier qualification structure to deliver a more transparent and simplified model in response to members’ requests.
The switch to how much you spend rather than how far you fly applies at entry-level while miles and cabin class are factors that will also come into play for higher elite membership categories — Silver, Gold and Platinum.
The new accrual scheme based on what you spend on a
per-ticket basis brings Enrich is in line with spend-based earnings on
This change also complements current dynamic redemption with
superior value and more fare options. To reflect the change, Enrich Miles will
be rebranded ‘Enrich Points’, and existing balances calculated in ‘Miles’ will
be honoured on a one-to-one ratio.
The new points earning model will apply to all Malaysia
Aviation Group flights, including Malaysia Airlines and MASwings with Firefly
changing-over to the new scheme in 2022. But it doesn’t apply to flights on
oneworld alliance airlines or other partner airlines will continue to earn
Enrich Points based on the current miles structure.
The change also includes a shift in tier qualifications.
Moving forward, members will earn Elite Points based on a fixed table of travel
sector and class of travel. It streamlines the path for frequent flyers to
climb the tier status to gain access to Enrich’s travel benefits. The elevated
Enrich Programme will continue to offer four membership levels. Members will
still benefit from the same privileges currently available for Blue, Silver,
Gold and Platinum.
According to Malaysia Airlines Group chief marketing and
customer experience officer: “This milestone of the Enrich Programme is part of
Malaysia Airlines’ ethos of providing our passengers with maximum value for
their travels…The changes allow us to be a more attractive programme by
providing simplicity and introducing a more rewarding value proposition.”
This introduction of the fare-based earning model and new
tier qualification structure is part of Enrich’s rollout of new products and
services including its own curated offerings such as Enrich Base, Enrich Hotels
and Enrich Shoppe.