Summary
- Avios is the global currency for airlines of the International Airlines Group and Qatar Airways.
- The brand’s updated logo and website give it a modern look, making it more attractive to frequent flyers.
- The marketing change is aimed at creating more loyal customers.
People who often fly with British Airways, Qatar Airways, and Iberia are familiar with Avios. These are the names they have given to miles, and they act essentially as global currency for the airline’s frequent flyer programs. Passengers can exchange them to make award flight bookings, upgrades, and seat reservations.
On Sunday, the program received a new website and logo.
Photo : Avios.com
It looks similar to the previous logo but appears lighter and the revised font gives the brand a more modern look. It features the outline of the current logo, but the inside has been removed. The word “Avios” is no longer in the stylized oval, instead being on the outside.
According to Head For Points, the website was previously used for Vueling Club and Aer Lingus Aeroclub members to redeem flights. However, the latter will soon be able to redeem their rewards directly on the Irish carrier’s website.
IAG is experimenting with Avios
Avios was launched in 2011 when British Airways and Iberia joined forces to create the International Airlines Group (IAG). IAG Loyalty, the trading name of Avios Group has been experimenting with ways to enhance the experience for frequent flyers across their airlines. Last year, they initiated a unique concept with British Airways: Avios-only flights. Operating on a seasonal basis, these flights would only be booked by frequent flyers, part of BA’s executive club.
IAG Loyalty’s Chief Commercial Officer, Rob McDonald, previously said,
Every single flight on the British Airways network has a guaranteed number of award seats . That said, we know that customers really like some of the most popular destinations on some of the busiest dates, where guaranteed seats are used up very quickly. We decided to invest in that because it was really meaningful for customers to have a really large choice [of seat availability].”
These flights proved popular, with five more added in October. These perks are not just to please the frequent flyer, but are essential to create more loyalty members and ensure guaranteed revenue.
An updated website also goes in line with this. The new version features a helpful “get started” prompt. Once clicked on, it allows the frequent flyer program to be joined between BA, Qatar, Iberia, Aer Lingus, or Vueling, following the likes of Flying Blue, which is the joint loyalty program for Air France, KLM, Transavia, Aircalin and TAROM. However, it does not let the user create a unique Avios valid account on all partner airlines.
Photo: Lucas Seibert | Shutterstock
Still, by creating exclusivity and simplifying and unifying the enrollment process, Avios and airlines that use the currency make it easier and more attractive to become an IAG frequent flyer. This will help the group generate a fresh batch of returning income through loyal customers.
“Today, IAG Loyalty is continuing that growth on a global stage, with more than 40 million members and partnerships with the biggest names in travel, retail, hospitality, finance and more,” the company said. “Our people are driven by data and digital technology, and we’re proud to create the world’s most rewarding experiences.”
What do you think of the brand overhaul? Have you flown on an IAG carrier recently, what was your experience like? Let us know in the comments below.
