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Air
Miles is set to embark on an aggressive Middle East rollout which will see it launch operations in Lebanon and Bahrain by the year end.
Already present in
the UAE and Qatar, and boasting more than a million members, Air Miles, which is managed by Rewards Management Middle East
(RMMEL), expects to add an additional 100,000 members in the first year from new markets with a further 20% annual growth predicted till the end
of the decade.
“As the Middle East’s retail sector continues to flourish it makes sense for Air Miles to expand its operations across the region,” said Air Miles’ founder, Sir Keith
Mills, who was recently heralded as the architect behind London’s successful 2012 Olympic bid.
“With a predicted 250% rise in retail gross leaseable area by 2010, the Middle East is a shopper’s dream. This is exactly where Air Miles, as a
coalition loyalty programme offering aspirational rewards, can help members make the most of their daily spend.”
Air Miles, which is free to join, has aligned with strategic players in Bahrain such as HSBC and the Jawad Group and will bring an additional 30
participants online from leading fashion, supermarket, petrol retail and travel
and exchange brands.
The loyalty programme operator is entering Lebanon, as a first phase, through its strategic partner HSBC. Already managing the bank’s regional
Premier Rewards Programme, RMMEL will be extending this programme to all HSBC credit card holders.
Air Miles has also earmarked Saudi Arabia as the next key market for it to enter.
“Saudi Arabia is unquestionably the Middle East’s largest retail market and it is one that cannot be ignored,”
said Dave Battiston, CEO, RMMEL. “With a considerable consumer spending force, the Saudi market is one we will enter in the medium term. We already have strong interest and commitments from local
and regional market leaders, who would be the right strategic partners for both our customers and the brand.”
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