Malaysian Airlines Retention Strategy Essay Example | Topics and Well Written Essays - 750 words

Malaysian Airlines Retention Strategy - Essay Example In 1986, Malaysian Airlines took its first flight to the United States of America, flying twice a week to Los Angeles. It also bought Boeing 747-300 Combi Aircrafts. Now, it was offering its customers far more destinations than ever before, with 34 domestic ones and 27international ones. In 1987, Malaysian Airlines System introduced â€Å"Esteemed Traveler† loyalty program emphasizing on its commitment to customer services. After few years Malaysian Airlines along with Thai Airways International, Cathay Pacific Airways, and Singapore Airlines introduced â€Å"Passages†, offering lower prices and other rewards to frequent flyers. However, Passages came to end in 1999 and its place â€Å"Enrich† was introduced by Malaysian Airlines which was traveler reward program for frequent flyers which included concessions and other facilities while traveling with number of other airlines, while using certain credit cards, while staying at variety of hotels and while shopping at retailers around the world. Malaysian Airlines offers holiday packages such as Golden Holiday, hotels such as Hilton Group of Hotels, Amari Hotels, and Resorts, Intercontinental Hotels, Marriott etc, credit card services such as American Express, Citibank, HSBC bank etc, car rentals such as Avis and Hertz are among some of facilities offered to its Enrich members On July 12, 2006, it introduced enhanced Enrich, now known as Enrich by Malaysian Airlines, which was designed on the same pattern as of Grads, the highly successful student traveling program of MAL. There are variety of Enrich Membership cards—Enrich Silver, Enrich Blue, Enrich Gold and Enrich Platinum. Some of privileges and rewards of these cards are as follows: Enrich Blue offers upgrading from Economy Class to Golden Club class and from there to First class, with free tickets for you travel companion if the tickets of latter two are bought, concessions on golden packages, increasing miles through Enrich Express. To Enrich Silver holders, priority is given at boarding, check-in, baggage handling, and airport standbys