KUALA LUMPUR: Enrich, Malaysia Airlines' travel and lifestyle loyalty program, is looking to increase its membership number by 30 per cent in 2023 from the current four million.
The carrier's group chief marketing and customer experience officer Lau Yin May said the highest number of Enrich members were in Malaysia, followed by Singapore, Australia and the United Kingdom.
"We aspire to at least grow our Enrich database by 30 per cent next year. We've literally transformed ourselves from being just a frequent flyer program. We're now much more of a travel and lifestyle and that appeals to a lot more (people) out there."
Lau spoke to the New Straits Times after the announcement of a partnership between Malaysia Airlines and The Datai Langkawi at Dadi Cinema here today.
Next year, she said Enrich would continue rewarding and engaging with its existing members through its partnerships with various brands including hotels to give the members more options to earn and use their points.
Enrich and The Datai Langkawi also announced two specially curated packages, the Enrich Gateway Package and the Enrich Luxe Retreat Package, which is three-day, two-night stays at the luxury resort.
Enrich members would also be rewarded with Enrich points should they take either one of the packages, which are available for booking through Enrich's website from Dec 1 2022 until Jan 31 2023 for stays from Jan 7 2023 until Dec 15 2023.
The Enrich Gateway Package provides guests with daily complimentary breakfast and a three-course dinner for two with non-alcoholic beverages at any of The Datai Langkawi's restaurant, and a private return airport transfer, in addition to 4700 Enrich Points.
The Enrich Luxe Retreat Package comes with the inclusion of the Enrich Gateway Package and 7250 Enrich Points.
There is also 60-minute massage for two people, as well as curated experiences and outdoor activities.
"This partnership, which underscores our commitment to develop Enrich into a full-fledged travel and lifestyle programme that benefits all our members globally, aims to stimulate the influx of travellers to the (Langkawi) island and showcase Langkawi's attractions and sites to even more visitors.
"With the recent 35th anniversary of our frequent flyer programme under our belts, this also serves as a cornerstone of our strategy to present the finest of Malaysian hospitality," Lau said.
Enrich's entertainment partner Dadi Cinema also introduced a contest from Jan 1 until Jan 31 2023 whereby Enrich members could book and purchase its Star+ tickets for a chance to win a three-day two-night trip to The Datai Langkawi together with 10,000 Enrich Points for two flight tickets to Langkawi.
Enrich will also host its 12.12 promotions on Dec 12 2022 giving its members additional 12 per cent off of flights and non-air redemptions when they use their Enrich Points to purchase rewards from various lifestyle brands and partners.
