Enrich Launches New Loyalty System for An Enhanced Digital Experience

KLIA, 23 August 2021: Enrich is taking a step forward with the launch of its new loyalty management system, adding new product features to its programme and enriching its members with an enhanced digital experience with the improved online platform.

The new system marks another milestone in Enrich’s transformation journey from a Frequent Flyer Programme to a progressive Travel and Lifestyle Loyalty Programme. As part of this 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 also introduced a new feature where eligible members can fast-track their Elite status through Tier Purchase service. Another key feature is the Lifetime Enrich Points where members get 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.

Group Chief Marketing and Customer Experience Officer of Malaysia Airlines Berhad, Lau Yin May, said, "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. 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."

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.

Be an Enrich member today by signing up at www.enrich.malaysiaairlines.com today to enjoy amazing benefits and download the Malaysia Airlines' App to get the latest promotions on earning and redeeming Enrich Points, conveniently at your fingertips anytime and anywhere! Want to Fly Confidently with Malaysia Airlines for your next trip? Book your travels now via www.malaysiaairlines.com/my/en.html or the airline's mobile app and appointed agents. Passengers are also reminded to check entry and exit requirements before their journeys, with travel restrictions in most countries.