Back in 2012, I had written about JetPrivilege, the loyalty program of Jet Airways, being spun off into a separate company. Some of the biggest Mileage programs around the world are run as independent companies, and I saw this approach as no different.
However, it came handy when the deal was to be made between Jet Airways and Etihad for a strategic alliance. Etihad typically uses the loyalty programs to fund a lot of money for the airline. They infused a huge amount into the TopGuest program of Air Berlin, and then they bought out a majority stake in JetPrivilege for about $150 million. When this deal was formalised, I’d hazard a guess that I must be worth $250 as a JetPrivilege Platinum member for the airline.
Now, I’ve wondered for a few weeks about why are the benefits not being published. Jet Airways stake sale to Etihad had been concluded a few months ago, and one of the benefits of being in this equity alliance, like James Hogan likes to address it, is cross benefits on various carriers which have the Etihad investments. For instance, Velocity Frequent Flyer members get access to airberlin lounges and Priority boarding on Etihad, while they have nothing to do with airberlin (both carriers are at far ends of the world) .
As per Bloomberg, last evening the regulatory approval came through for the purchase of Jet Airways’ 50.1% by Etihad, and now I’d expect the transaction to be closed sooner than later. Subsequently, the benefits of the alliance could be extended to Jet Privilege members as well, something I am personally looking forward to hear as well.