Press Room

Malaysia Airlines' Enrich Targets 20% Membership Growth with Enhanced Lifestyle-based Loyalty Programme

Kuala Lumpur, 18 May 2011 : Malaysia Airlines’ Frequent Flyer Programme (FFP), Enrich, today announced significant improvements and exciting enhancements in a move that will strengthen its position as Asia’s pre-eminent loyalty programme.

Key highlights of the new Enrich include new, more attainable elite qualification criteria; enhanced elite tier bonuses for earning faster miles; easing of Platinum qualification; greater savings for online flight redemptions with 15% discount; new awards charts for less miles travelled; and the introduction of electronic lounge vouchers for hassle-free and paperless convenience.

These improvements reflect a deeper understanding of its member segments and their needs. The timely and strategic enhancement of the national carrier’s frequent flyer programme boasts greater recognition, flexibility and wider rewards for its members.

Calling on its members to celebrate these “new experiences”, Raja Dato’ Nordiana Zainal Shah, Senior Vice President of Corporate Marketing and Loyalty Programme said that, “the loyalty programme has been refined to adequately recognise its high value contributors who are the carrier’s short haul travellers, reward frequent economy travellers, and ensure the programme’s competitiveness in its award structure.”

“With its new simplified, innovative and bold identity, Enrich will continue to support the airlines’ strategy in enhancing its business-to-consumer (B2C) reach through privileges that anticipate the needs of its members and by offering greater recognition and unmatched value-added redemption benefits,” she added.


Enrich is Malaysia Airlines’ Frequent Flyer Programme that recognizes and rewards customer loyalty. Enrich members may earn and burn miles each time they purchase an eligible fare ticket and fly on Malaysia Airlines or any of its more than 20 airline partners.

In addition, members earn miles when staying at Enrich hotel partners or when renting a car from a partner company as well as non-travel-related partners including assorted financial and retail partners.

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Tengku Dato' Sri Azmil Zahruddin, Managing Director and CEO of Malaysia Airlines (right) and Raja Dato' Nordiana Zainal Shah, Senior Vice President of Corporate Marketing and Loyalty Programme, Malaysia Airlines, unveiling the new Enrich card designs at the launch today.

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