Aer Lingus’ current loyalty program, Gold Circle, was introduced in 1987 and a lot has happened in the airline and travel industries in the intervening 28 years. Following extensive market research and feedback from Gold Circle members, key areas of improvement were identified.
As part of Aer Lingus’ new brand repositioning which launched this Spring, ‘Smart Flies Aer Lingus’, the airline is giving smart flyers a loyalty program that better reflects the new Aer Lingus brand. Other recent enhancements include an upgrade to the business class service with full lie-flat beds and most recently a new website offering users a much improved booking experience.
AerClub will become the first Irish airline loyalty program to give its members the opportunity to collect Avios reward points not only by booking flights on Aer Lingus and airline partners, but also on non-air purchases from a wide range of brands including retail, hotels and car hire, across Ireland, Europe, and North America.
AerClub members will also be able to experience an enhanced choice of rewards. They will have greater access to flights on Aer Lingus and will also be able to spend their Avios points on travel and leisure experiences.
Gold Circle Club members will continue to enjoy all the benefits of Gold Circle Club membership while the transition takes place. Gold Circle members will be contacted before the end of November and invited to join AerClub. Members will receive regular updates on program development, new collection and redemption partners and news.
A new tier membership structure will give members the opportunity to earn points based on frequency of travel and spend on Aer Lingus and entry to each tier will depend on the tier member’s points balance. AerClub will have four membership tiers whereas the Gold Circle program had only three. The new tier levels are Green, Silver, Platinum and Concierge. Each tier will have a unique combination of reward and recognition benefits, which may include priority check-in, priority boarding, lounge access, complimentary upgrades and bonus points earning.
AerClub is a true rewards program that rewards members for choosing to fly with Aer Lingus and its airline partners. Unlike with the Gold Circle program AerClub members will earn points on every Aer Lingus flight booking and Avios points can be used for redemption on all Aer Lingus flights and its airline partners. Points will also be collected from flying with selected AerClub airline partners.
AerClub members will be able to use Avios for discounts off the cash price of flights and will have the opportunity to experience a greater choice of rewards through the Avios global network. Members will have greater access to Aer Lingus flights and upgrades and will in future be able to use their Avios points to redeem flights with Avios’ airline partners including British Airways and Iberia. Access to a wide range of travel experiences and lifestyle rewards will also be introduced.
Avios, like Aer Lingus, is part of International Airlines Group (IAG) which also owns British Airways, Iberia and Vueling. A leader in travel rewards, it operates the global Avios currency for the British Airways Executive Club and Iberia Plus frequent flyer programs as well as the Avios Travel Rewards Programs in the UK and South Africa. There are over 7 million Avios collectors worldwide. Avios has extensive experience working with strategic partners such as Kildare Village Outlet Shopping, Marriott and Heathrow Express.
Aer Lingus Chief Operating Officer, Mike Rutter said “We are delighted to introduce an enhanced loyalty program to Aer Lingus members. We recognize the need to change and adapt to our guests’ travel needs. Following an extensive review of frequent flyer programs and feedback from our members, we have re-designed our loyalty program to truly recognize and reward members for choosing to fly with us. AerClub forms part of our on-going commitment to innovate and offer our guests a smarter travel experience. We are pleased to work with Avios to deliver this program.
Gavin Halliday, Managing Director, Avios comments “This partnership supports our vision to expand the Avios currency across numerous airline programs which in turn means that customers have huge access to both domestic and international flights and routes.
“It’s fantastic to welcome AerClub members to Avios and we are confident that this partnership will enhance their travel experience. Customers are at the heart of Avios which is why we are committed to providing relevant and frequent collection and inspired and valuable spending opportunities.”
Customers can access news and updates on the AerClub program and register their interest to collect Avios at www.aerlingus.com/aerclub.