Enrich by Malaysia Airlines looks to grow membership by 30%

Malaysia Airlines' Enrich is looking to increase its membership count by 30% next year from its current 4 million. As such, its loyalty membership programme Enrich is offering specially curated packages. Most recently Enrich partnered with luxury resort The Datai Langkawi.

With this partnership, the two aim to lure travellers to Langkawi Island with holiday packages catering to travellers’ preferences.  Group chief marketing and customer experience officer of Malaysia Airlines, Lau Yin, shared, “This partnership […] underscores our commitment to develop Enrich into a full-fledged travel and lifestyle programme that benefits all our members globally.”

A spokesperson from the brand also confirmed that Enrich is looking to become more of a travel and lifestyle programme, rather than a frequent flyer programme. In the upcoming year, Enrich will continue to create new partnerships with brands including hotels to give the members more options to earn and use their points.

Enrich also partnered up with Dadi Cinema, which premiered the video on Enrich Luxe Retreats in Kuala Lampur, and invited members to participate in a special sweepstake in January 2023. Participants stand to win stays at The Datai Langkawi together with 10,000 Enrich Points for two flight tickets to the Langkawi Island.

Enrich will also be hosting its 12.12 promotions on 12 December 2022, giving members an additional 12% off of flights and non-air redemptions when they use their Enrich Points to purchase rewards from the various lifestyle brands and partners.

In August this year, Enrich also partnered with Kapten Batik, a homegrown fashion brand, to create a “timeless” and eco-friendly capsule collection consisting of fashionwear and lifestyle pieces.  The collection's fabric is made from sustainable materials and is hand-dyed with natural colours on 100% organic Cambric.

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