Qatar Airways: loyalty takes the field at major events

The launch of Privilege Club Collection marks a turning point in the relationship between Qatar Airways to its loyalty programme. This new platform, unveiled on 8 January extends the range of possibilities for business travellers who regularly visit the airports served by the airline. In addition to the traditional use of Avios - upgrades, award flights - these loyalty points can now open the doors to exclusive events.

With its many partnerships with football clubs (PSG, Inter Milan) and top-notch theatres, the Qatari carrier will now be able to offer its most loyal travellersVIP access. The Privilege Club Collection features a series ofsporting, cultural and lifestyle eventsFor each event, travellers will be able to stake their Avios in an auction. For each event, travellers will be able to bid for their Avios in an auction. auctions The prize is a VIP ticket to a Depeche Mode concert at the O2 Arena, or pitch-side seats for a PSG match, complete with a signed shirt.

Qatar Airways' stated objective: "transform the way members spend their Avios by offering them exciting opportunities to bid on a selection of exclusive packages". " Our vision for Club Privilège is to build a loyalty proposition that delivers value and inspires our members"summed up the Group's Managing Director, Engr. Badr Mohammed Al-Meer.Last year, the Privilege Club saw the adoption of Avios and the establishment of global partnerships with leading banks and hotels. The latest evolution of our member-centric approach is the Privilege Club Collection, which not only increases Avios spending opportunities, but also offers exceptional once-in-a-lifetime experiences." .

Qatar Airways' move in this direction is reminiscent of similar initiatives in the hotel industry. Marriott Bonvoy or the Accor via ALL have also woven their web in major sports and cultural venues to benefit their most loyal customers.