The airport operator becomes the first fully integrated partner of the loyalty programme at Frankfurt Airport. The merger forms the basis for the joint strategic expansion of the retail segment there.
FRANKFURT AM MAIN – From 31 January 2022, Fraport AG will be a strategic partner of Miles & More and then a co-publisher of the awards programme at Germany's largest aviation hub, Frankfurt Airport. In the future, the merger between Fraport and Europe’s leading loyalty programme for people on the move will enable passengers to earn and redeem miles throughout the airport – whether at retail outlets or Fraport's own service facilities. The integration of retailers and services will take place successively in the coming years.
“With this unique partnership, we offer our customers special incentives to become a member of the Miles & More programme as well as real added value within in the triad of the brands Lufthansa, Miles & More and Fraport”, says Christina Foerster, Member of the Executive Board as well as Chief Customer Officer of Deutsche Lufthansa AG. “We achieve this with personalised offers based on analysed customer needs. For us, this joint strategic development creates differentiation and raises promising retail potential with a view to a more far-reaching partnership between Lufthansa and Fraport in the future.”
Partnership with great potential
With their own digital co-brand service card from Miles & More and Fraport, new customers can register for the programme directly at Frankfurt Airport and benefit from the programme advantages. This will gradually include a variety of shops and restaurants, as well as the own service facilities of the airport operator Fraport.
“With this strategic partnership, we are establishing a world-renowned awards programme at Frankfurt Airport that enhances the customer experience and covers the entire passenger travel chain", emphasises Anke Giesen, Member of the Executive Board Retail and Real Estate of Fraport AG. “The merger increases the attractiveness of our airport as a retail location, especially because we can actively recruit Miles & More members and thus build up our own customer base. This expands our retail segment in the long term.”
“Frankfurt Airport is the largest hub in Germany for our members. Through our partnership with Fraport, we are significantly optimising the customer journey at the airport and making our programme even more attractive”, says Dr Oliver Schmitt, Managing Director of Miles & More GmbH and Senior Vice President Loyalty & Ancillary Services at Lufthansa Group. “Our goal is to target additional retail potential through a more focused approach and individual offers on site and, above all, to ensure a special customer experience and increased loyalty in various areas for our members.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
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