South African airline launches loyalty club

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By: Wise Marketer Staff |

Posted on June 9, 2008

South African airline launches loyalty club

The South African low-fare airline Kulula has launched a new customer loyalty programme called the 'Jetsetter Club', offering members the opportunity to earn Kulula Moolah 'money' that is redeemable for any Kulula flight at any time.

The free loyalty programme rewards frequent flyers not only for purchasing tickets in their own name but for flights purchased for other travellers as well.

Earning and burning Earning and redeeming Kulula Moolah is simple enough, with 1 unit of the virtual currency being equal to R1 (approx. US$0.14). Based on the value of a sector's base fare (excluding VAT and taxes), jetsetters earn between R10 and R40 per sector, with a minimum spend of R200. Kulula Moolah can also be earned by using the airline's co-branded credit card.

Future flight bookings can then be either fully or partly paid using Kulula Moolah, and flights paid for in this way can be either in the name of the member or someone else of their choice.

Future expansion plans At the moment, Kulula Moolah can be used only to pay for Kulula flights, but the company says it plans to expand the Jetsetter Club to include other Kulula products and services later on, with details to be announced via the airline's web site.

There are a few restrictions that apply to the programme, however. Each programme member's account must be associated with a working e-mail address and a South African citizen ID number (similar in principle to the US Social Security number). Also, the currency must be redeeming with six months of being earned, otherwise it expires. Members are regularly e-mail statements showing when their Kulula Moolah is due to expire, and members can also view their balance and account details online.

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