IAG Loyalty undertakes a refresh of Avios to focus on Everyday Collection

AG Loyalty, the owner and operator of Avios, has reaffirmed its commitment to build a global and ubiquitous loyalty currency embedded in everyday spending and rewarding experiences for its millions of collectors worldwide, with a refresh of the brand’s identity.

The refreshed Avios branding and recently launched “Your Everyday Can Pay For Your Holiday” campaign shows a continuation of IAG Loyalty’s (IAGL) aim to make Avios the most in demand loyalty currency that goes beyond the aviation and travel sector, allowing members to make their dream holiday a reality sooner by collecting Avios through a huge variety of retailers and partners.

In the past 3 years, IAGL has added 14 partnerships with large household brand names. Crucially, IAG Loyalty has continued to grow its presence in sectors such as retail, finance, travel and transport triggering a growth of 4.9 million new Avios collectors in 2023 – up 17% from 2022.

IAG Loyalty CEO Adam Daniels said: “We have built a powerful loyalty currency that people want to engage with, in some cases on a daily basis. We need to continue to listen to the preferences of our members and build out partners and initiatives that allow them to collect or redeem Avios easily across a range of sectors they engage with every day. We’re already underway with that work when you look at recent partners like Uber, our own e-commerce business The Wine Flyer, as well as the 300 additional merchants added to the BA eStore since 2023. This is in conjunction with building our proprietary products such as Avios Balance Booster and the hugely popular Avios-Only flights”.

“Increasingly we’re seeing a saturation of loyalty programmes that are either confusing or not truly rewarding consumers for their loyalty. Avios is different; as a consolidated loyalty currency it links consumers to a range of premium brands across different verticals where they can collect Avios through everyday purchases, and then redeem on rewarding experiences like travel – which our own research shows remains a strong pull for consumers even during economic downturns.”