Through AirAsia BIG, AirAsia is effectively giving budget travellers a redemption programme that doubles up as a prepayment mechanism. The C$17m acquisition of a small stake in AirAsia BIG by Aimia, a Canadian global leader in loyalty management, notionally values AirAsiaBIG at over RM1b. We explore trends in the loyalty progamme industry as well as how AirAsia balances the low-cost philosophy with the costs and benefits of a loyalty program.

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