Published on
December 7, 2025
By: Tuhin Sarkar
In 2025, Air New Zealand is taking the lead in transforming flight travel, joining major airlines like Alaska Airlines, Riyadh Air, Avelo, Spirit, and Virgin Atlantic Airways in revolutionising loyalty programmes. This new loyalty programme offers exciting rewards for passengers, designed to enhance their flying experience. Air New Zealand’s Koru loyalty programme is the latest offering that builds on Airpoints, making travel even more rewarding for loyal customers.
Just like Alaska Airlines, Riyadh Air, Avelo, Spirit, and Virgin Atlantic, Air New Zealand is offering personalised perks and benefits that cater to frequent flyers and occasional travellers alike. This programme promises a simpler, more rewarding, and distinctly Kiwi experience.
With these updates, flying is more enjoyable and full of rewards for passengers than ever before. Read on to discover how these innovative loyalty programmes are changing the way you fly!
In 2025, the skies are about to get even more rewarding! The world’s leading airlines are transforming their loyalty programmes, giving passengers more perks, benefits, and flexibility than ever before. From new loyalty schemes to revolutionary changes in how you earn and redeem rewards, this year marks the dawn of a new era in frequent flyer rewards.
Are you ready to take your loyalty to the skies and claim the ultimate rewards? Let’s dive into the exciting new loyalty programmes that are set to change the game in 2025.
Air New Zealand Unveils Koru
Air New Zealand has unveiled Koru, a major evolution of its loyalty programme that promises to offer a more personal and rewarding experience for its five million members. This transformation marks a shift in the airline’s approach to customer loyalty, building on the strong foundation of Airpoints while introducing new, enhanced benefits. The name Koru symbolises care, connection, and renewal, reflecting the airline’s commitment to creating a deeper sense of belonging and pride for its travellers.
Koru Black, the new top-tier level, is designed to recognise the airline’s most loyal members. To qualify for Koru Black, members must earn over 3,200 Status Points, including 1,920 from qualifying flights within a year. Those who achieve this status between now and April 2026 will receive exclusive rewards, such as Recognition Upgrades, access to a trial Express Lane at Auckland Domestic Airport, additional Valet Parking Vouchers, and more opportunities to unlock recognition faster.
From April 2026, Koru Black members will gain access to the airline’s most prestigious benefits, including the Koru Circle. This allows members to share some of the comfort and recognition with their loved ones. They can choose between a Family Package (for one Koru Black Nominee and Koru Family Nominees for dependants) or a Friends Package (for two Koru Black Nominees). Additional perks include Koru Premier Lounge access at Auckland International Airport, exclusive Status Rewards, and upweighted OneUp™ offers by 60%.
The revamped programme also introduces refreshed tiers, such as Koru Bronze, Koru Silver, Koru Gold, and Koru Platinum, with added benefits like Status Points Bonus and Status Points Top-Up, making it easier to retain and advance through tiers. Koru Platinum members will also enjoy enhanced benefits and access to the Koru Premier Lounge in 2026.
This is just the beginning for Koru. The airline plans to introduce new partners and expand opportunities to earn Airpoints and Status Points, ensuring more value from every journey. As Nikhil Ravishankar, CEO of Air New Zealand, says, “We’re incredibly grateful for our members’ loyalty and can’t wait to welcome them into this new era.”AirlineLoyalty ProgrammeLaunch DateKey FeaturesTarget TravellersGeographical RelevanceRiyadh AirSfeerOctober 2025Priority seating, discounted tickets, premium services, flexible reward optionsInternational business and leisure fliersMiddle East, GlobalAvelo AirlinesAvelo PLUSOctober 2025$49 annual fee, priority boarding, free checked luggage, family pooling of rewardsBudget-conscious and group travellersUS Domestic, InternationalSpirit AirlinesFree Spirit (Revamp)May 2025Free checked luggage, seat upgrades, bonus miles, partner network expansionBudget travellers, occasional fliersUS, Caribbean, Latin AmericaVirgin AtlanticHigh FiveNovember 202512,000 Virgin Points, 10% bonus on future flights, celebrates long-term loyaltyLong-term loyal passengers, frequent fliersUK, US, InternationalJetBlue & United AirlinesBlue SkyMay 2025Earn and redeem miles on both airlines, flexibility across networksFrequent travellers, flexible fliersUS Domestic, InternationalEthiopian Airlines & Etihad AirwaysShebaMiles & Etihad Guest PartnershipOctober 2025Earning and redeeming miles across both networks, expanded travel optionsFrequent international travellers, African and Middle Eastern travellersAfrica, Middle East, EuropeAlaska AirlinesMileage Plan (Revamp)2024-2025New earning channels (credit-card spend, partner services), flexible milestonesFrequent flyers, travellers seeking flexible benefitsUS, International (Hawaiian Airlines)
Riyadh Air’s Bold Entry into the Loyalty Scene: Sfeer Takes Off
In October 2025, Riyadh Air made a grand entrance into the loyalty programme scene with its brand-new Sfeer programme. Saudi Arabia’s national carrier, known for its luxury and innovation, is now providing a loyalty programme that offers exclusive rewards for all types of travellers. Sfeer rewards members with priority seating, discounted tickets, and access to premium services, making it easier for frequent fliers to enjoy a high-end travel experience. The programme isn’t just about frequent flyers—it’s designed to benefit all types of passengers, offering a range of options to suit different needs. This new programme solidifies Riyadh Air’s ambition to become a major player in the global aviation industry. With Sfeer, the airline is setting the bar high, offering a competitive loyalty programme that aims to appeal to both local and international travellers.
Avelo Airlines Revolutionizes Low-Cost Loyalty with Avelo PLUS
When it comes to budget airlines, Avelo Airlines is making waves with its latest loyalty programme, Avelo PLUS. Launched in October 2025, Avelo PLUS is a game-changer for budget-conscious travellers. For an affordable $49 annual fee, passengers can enjoy a host of perks that were once reserved for premium airline passengers. Avelo PLUS members get priority boarding, free checked luggage, exclusive discounts, and even the ability to pool their rewards with friends and family—perfect for group travellers. What makes this programme even more attractive is the cost: for just $49, travellers can unlock big savings and exclusive benefits. With this programme, Avelo proves that loyalty doesn’t have to come with a hefty price tag. It’s affordable, rewarding, and perfect for those who love to travel on a budget but still want to enjoy premium benefits.
Spirit Airlines’ Bold Free Spirit Overhaul: More Benefits for You
Spirit Airlines has been long known for its budget-friendly fares, but in 2025, the airline is upping the ante with a revamped version of its Free Spirit loyalty programme. Announced in May 2025, the overhaul brings more rewards and exclusive benefits to Spirit’s frequent fliers. Members will now enjoy perks like free checked luggage, seat upgrades, and more bonus miles for every flight. Additionally, Spirit has introduced its Extra Legroom seating option, making longer flights more comfortable for those who want a little extra space. The best part? These changes extend to Spirit’s partner network, which means Free Spirit members can enjoy the perks across more airlines and destinations. With this new overhaul, Spirit Airlines is proving that budget airlines can offer plenty of rewards without compromising on value. It’s a win-win for anyone looking for affordable travel with added perks.
Virgin Atlantic’s High Five Reward: Celebrating Long-Term Loyalty
Virgin Atlantic is rewarding long-term loyalty in 2025 with its innovative High Five reward. This new programme, which was launched in November 2025, is designed for those who have flown with Virgin over five years, regardless of how often they travel. Instead of focusing solely on frequent flights, Virgin is celebrating long-term loyalty with special perks for those who have consistently supported the airline. High Five rewards passengers with 12,000 Virgin Points, a 10% bonus on future flights, and even better benefits as they continue their loyalty. This unique reward system recognises that loyalty doesn’t just come from frequent flying—it’s about building a long-term relationship with the airline. Virgin’s High Five reward is set to redefine how airlines view loyal customers and how passengers can earn rewards over time.
JetBlue and United Airlines’ Blue Sky Collaboration: A New Era of Cross-Airline Rewards
JetBlue and United Airlines are teaming up in a groundbreaking new loyalty collaboration called Blue Sky, which allows passengers to earn and redeem points across both airlines’ networks. This partnership, announced in May 2025, is set to offer unprecedented flexibility for loyal customers. Now, JetBlue and United Airlines passengers can use their miles on both airlines, making it easier than ever to travel across the U.S. and internationally without worrying about which airline to choose. Whether you’re flying from New York to Los Angeles or Chicago to Cancun, Blue Sky opens up a wealth of options for passengers. This partnership is a major win for frequent fliers who want more flexibility and access to a broader network of flights. Blue Sky is set to be a game-changer in the world of frequent flyer programmes, offering benefits that were previously unavailable through cross-airline loyalty.
Ethiopian Airlines & Etihad Airways: A Powerful Partnership for Frequent Flyers
In a powerful move for frequent travellers, Ethiopian Airlines and Etihad Airways have partnered to enhance their loyalty offerings. In October 2025, the two airlines launched a partnership between ShebaMiles and Etihad Guest, allowing members to earn and redeem miles across both airlines. This collaboration opens up new possibilities for travellers flying between Africa, the Middle East, and Europe. With expanded options and a larger network, passengers can now enjoy greater flexibility and better rewards. For those loyal to either airline, this partnership provides access to an even broader range of destinations and benefits. This collaboration is a testament to how airlines are rethinking loyalty programmes to offer more value to their customers. By teaming up, Ethiopian Airlines and Etihad Airways are reshaping the way passengers earn and redeem their rewards across borders.
The Rising Importance of Flexibility in Loyalty Programmes
As 2025 unfolds, one of the key trends in airline loyalty programmes is flexibility. Airlines are moving away from rigid, distance-based loyalty models and introducing more dynamic, flexible options. Whether it’s Avelo’s PLUS programme, Virgin Atlantic’s High Five reward, or JetBlue and United’s Blue Sky collaboration, the focus is on giving passengers more control over how they earn and redeem their rewards. In the past, loyalty was primarily about flying a set number of miles or earning a specific number of points. Today, airlines are recognising that loyalty is about more than just frequent travel—it’s about offering value to passengers in a variety of ways. This shift towards flexibility is creating new opportunities for travellers to enjoy the benefits of loyalty, no matter how often they fly.
More Cross-Airline Partnerships: A Game-Changer for Frequent Flyers
Cross-airline partnerships have become one of the most exciting developments in the world of loyalty programmes in 2025. Airlines like JetBlue and United Airlines with their Blue Sky programme are paving the way for more collaboration between airlines, allowing passengers to earn and redeem miles across multiple carriers. Similarly, the partnership between Ethiopian Airlines and Etihad Airways has created a broader, more interconnected network of loyalty options. These partnerships offer passengers more choices and flexibility when it comes to using their loyalty points. By collaborating, airlines are making it easier for travellers to enjoy the benefits of loyalty without being tied to a single carrier. As more airlines form strategic alliances, passengers will be able to unlock even more rewarding experiences, whether flying domestically or internationally.
Why 2025 Will Be Remembered as the Year Airline Loyalty Changed Forever
As we look back on 2025, it’s clear that this is the year that airline loyalty programmes evolved in a big way. No longer reserved for frequent flyers who travel miles and miles, loyalty programmes are now designed to benefit every type of traveller. With the introduction of flexible, dynamic programmes like Riyadh Air’s Sfeer, Avelo PLUS, and JetBlue’s Blue Sky, the world of loyalty is more accessible than ever. Whether you’re a budget-conscious traveller or a frequent flyer, the loyalty landscape is changing for the better. This year will be remembered as the time when airlines embraced flexibility, inclusivity, and innovation in their loyalty programmes, making travel more rewarding for everyone.
In 2025, the airline industry is undergoing a significant transformation in how loyalty programmes operate, with airlines around the world offering more flexible, rewarding, and innovative options for passengers. As more airlines, including Riyadh Air, Avelo Airlines, Spirit Airlines, and others, redefine the passenger experience, loyalty programmes have become far more inclusive and accessible to all types of travellers.
For example, Riyadh Air’s new Sfeer loyalty programme is a game changer, offering exclusive perks like priority seating and discounts, which are tailored to suit both frequent and occasional travellers alike (Riyadh Air press release). Similarly, JetBlue and United Airlines have joined forces to create the Blue Sky collaboration, where passengers can earn and redeem miles across both networks, significantly enhancing flexibility for frequent flyers (JetBlue press release).
The Ethiopian Airlines and Etihad Airways partnership, which merges the ShebaMiles and Etihad Guest programmes, gives loyal customers access to a broader network and more options to redeem miles across both airlines (Ethiopian Airlines press release).
These revolutionary changes highlight the increasing value airlines place on rewarding their loyal customers. As 2025 continues, passengers can look forward to even more flexibility, perks, and opportunities to get the most out of their frequent travel.
