Malaysia Airlines’ loyalty programme, Enrich, adds new products and features aimed at enhancing the digital experience for travellers. 

The Gist: Malaysia Airlines is in the process of transforming its frequent flyer programme to a progressive travel and lifestyle loyalty programme with a strong digital experience. 

As part of the programme’s roadmap to reposition itself beyond a world-class airline loyalty program, Enrich has recently introduced the fare-based points earning model, expanded its portfolio of partners, and offering a host of benefits and rewards that encompasses more than just travel to its members worldwide.

The enhanced online portal offers Enrich members a seamless and intuitive user experience while navigating the platform. Members can easily view their accounts, manage their profiles, perform services such as buying and gifting points, and extend expiring points. Enrich has also introduced a new feature where eligible members can fast-track their Elite status through the Tier Purchase service, while the Lifetime Enrich Points allows members to keep their points earned during Platinum membership, even if their membership status changes.

In addition, Enrich members can browse through the new vibrant catalogue offering a wide choice of lifestyle products from retail and services e-vouchers to points exchange with another loyalty programme. The catalogue will be expanded soon to offer more variety from merchandise to digital products to local experience.

These improvements are in line with Malaysia Airlines’ digital transformation plans to deliver the essential capabilities required for a dynamic loyalty programme.

“We are ecstatic with the way Enrich has been transformed over the last two years from a conventional Frequent Flyer Programme to a Travel and Lifestyle Loyalty Programme,” says Group Chief Marketing and Customer Experience Officer of Malaysia Airlines Berhad, May Lau Yin. “With this new online platform, we take our members to experience to the next level, providing them with a more personalised experience, convenience and seamless access to their accounts and services on desktop and mobile.”

“Enrich members can continue to enjoy the Malaysian Hospitality service as we continuously strive to offer maximum value to all our members more exciting features to be rolled out over the next few months. This introduction of the new system follows Enrich’s continuous journey in improving its programme for the benefit of members following the launch of the New Enrich Loyalty Programme with fare-based earning and new tier qualification structure, in April 2021,” says Lau Yin.

Enrich continues to grow the programme beyond air travel and boasts over 100 lifestyle brands that reward its members for their everyday activities. A recent collaboration with Grab allows members to convert their Enrich Points to GrabRewards Points to offset their Grab transactions on deliveries, mobility and financial services via GrabPay.

Enrich is also extending its CSR efforts given the current pandemic by reaching out to NGOs that provide direct relief for various humanitarian causes. The recently concluded ‘Donate Your Points’ campaign to 3 selected organizations, Malaysian Red Crescent Society, Mercy and Make-A-Wish received an overwhelming response from our generous members

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