HK Express’ loyalty programme launches mobile app to cater to millennial travellers

To strengthen its appeal to the tech-savvy Hong Kong market and millennial travellers, HK Express' loyalty programme reward-U has launched a mobile app to engage its members better.“The reward-U mobile app is a key step forward in our value proposition and market fundamentals support that: the millennial market is growing ever larger; statistics show that Hong Kong has one of the world’s highest mobile phone penetration rate at 237%; and mobile technology continues to develop at a rapid pace,” said Steven Greenway, CEO of reward-U.He added that the new mobile app will also be a platform to interact with its members and enhance their overall rewards experience.The airline said the app takes especially into account the needs of young, “mobile-first” consumers who appreciate instant rewards. The app offers a convenient way for members to earn and redeem points individually or as part of a reward-U crew, receive latest offers and promotions, and manage accounts at their fingertips.Through reward-U’s mobile app, members can redeem points for HK Express tickets, and also for add-on items such as extra baggage, pre-purchased meals and seat selection. Partial redemption is allowed, which allows millennial travellers greater access to value fares whenever they feel like going on a vacation.As university students return to school in September, reward-U, BEA credit card and youth organisation AIESEC2 are joining hands to roll out the “reward-University” campaign across five university campuses.In partnering AIESEC, reward-U supports overseas volunteering opportunities for students by enabling them with loyalty points redeemable for travel. This effort contributes to the sustainable development goals launched by the United Nations.