Amadeus and Points announce strategic partnership to help airlines unlock more from loyalty programs

At a time when travelers are more discerning than ever, it can be a challenge for airlines to retain their loyalty. The right loyalty program not only results in repeat customers and brand differentiation, but can also drive additional revenue for an airline.

Amadeus and Points International, the global leader in powering loyalty commerce, today announce a strategic partnership that will enable airlines to integrate Points’ solutions within existing Amadeus Loyalty Management and Awards solutions at the click of a button. 

Amadeus Loyalty Management and Awards allow airlines to offer full seat availability, miles and cash payments, and the use of miles for seat upgrades and ancillaries as part of their loyalty programs. At the same time, Points’ Loyalty Commerce Platform solutions provide a guaranteed revenue stream to airlines while further engaging their members via highly personalized offers through a full suite of loyalty currency retailing services, private branded hotel and car booking services, and mileage exchange and incentives. 

Through this partnership, Amadeus and Points will introduce an integrated portfolio of services to their loyalty program members. This portfolio will help airlines further improve loyalty redemption and member engagement. 

Points and Amadeus have already collaborated on the launch of a number of ancillary revenue solutions for loyalty programs in the Americas, Europe, Middle East and Asia, leading to an increase in active members and additional revenue streams for their mutual airline partners. 

“We are excited to enter this long-term partnership with Amadeus, the world’s industry leader in airline IT,” said Christopher Barnard, President of Points. “By leveraging our Loyalty Commerce Platform together with Amadeus’ extensive airline portfolio, we are gaining access to Amadeus’ global resources and experience, while continuing to enhance our loyalty commerce services.”

Julia Sattel, President, Airlines, Amadeus commented: “For airlines, loyalty programs are crucial for driving revenue and rewarding consumers. In close collaboration with Points, we are looking forward to bringing new innovative services to those 80 airlines already using our Loyalty and Awards solutions , as well as to future customers. As a business, we are committed to being an open, flexible partner for our customers, enabling them to deploy the right technology for greater revenue and growth.”