Malaysia Airlines, or MAB, is a reflection of the diversity of Malaysia, capturing its rich traditions, cultures, cuisines and warm hospitality.
FEW names stand so synonymously with outstanding service and warm hospitality as Malaysia Airlines (MAB).
More than just an airline with the nation’s name in it, Malaysia Airlines is a reflection of the diversity of Malaysia, capturing its rich traditions, cultures, cuisines and warm hospitality onboard its aircrafts.
Frequent flyer programmes have been part of airlines for many years now. For MAB’s frequent flyer programme, it began in 1987 when members were referred to as “esteemed travellers”. This programme became Enrich in 1999 and debuted with Blue- and Gold-tier memberships, while the Platinum-tier membership was added in 2002.
This year, the airline marks the 35th anniversary of its award-winning travel and lifestyle loyalty programme with special campaigns that allow members to earn bonus points for flights and hotel stays, as well as bonus “Elite points” to maintain or advance their tier status.
(From left) Malaysia Aviation Group chief sustainability officer Philip See, Her Royal Highness Tengku Datin Paduka Setia Zatashah Sultan Sharafuddin Idris Shah and Enrich & Loyalty head Amiroel Shazrie Yussof during the launch of the ecofriendly batik collection between Kapten Batik and Enrich.
If you are unfamiliar with Enrich, it’s a programme that allows MAB’s frequent flyers to earn and experience special privileges and treatment while flying with the airline. This includes priority boarding, lounge access and a host of premium services.
Basically, members can earn and accumulate Enrich points by flying with either Malaysia Airlines or on oneworld member airlines. They can also earn points via credit card spending, car rentals, shopping and by indulging in recreational activities with MAB’s partners, which can then be redeemed seamlessly for flights and lifestyle rewards.
Frequent flyer to lifestyle programme
In an interview with The Star, MAB’s Group Chief Marketing and Customer Experience Officer Lau Yin May notes that her experience working within other industries has helped her envision and reimagine what a frequent flyer programme can offer its members.
“Back in 2018, I started building the entire customer experience department from scratch before getting involved with the marketing aspect the following year.
“There are three main components that make up customer experience – customers, operations and management.
“Fortunately, the experience I gained throughout the years within various industries, like in banking, has given me the opportunity to use those experiences from different verticals and bring it over to Malaysia Airlines,” she explains.
(Third from left) BonusLink CEO Melvin Ooi alongside MAS Group chief marketing and customer experience officer Lau Yin May (third from right) and Enrich & Loyalty head Amiroel Shazrie Yussof (second from right) during the BonusLink partnership launch in October earlier this year.
Enrich evolved from a traditional frequent flyer programme into a travel and lifestyle programme with a simpler earning structure by shifting from miles to points.
“The biggest change for Enrich was in how members could earn their points; we went from a distance-based structure to a fare-based structure so that it would be fairer and more transparent to our flyers,” Lau says.
She adds that this transformation also proved more equitable for members as they are rewarded for every ringgit spent on flights.
“The main draw for members is the exclusivity of being an Enrich member.
“At the end of the day, while we have evolved tremendously, the change is driven by our members based on their feedback during our engagement sessions.
“We’ve seen the change in trends for what flyers need or look for nowadays in a loyalty programme and we want Enrich to be part of their daily activities and not just restricted to flights,” Lau says.
This transformation also allowed MAB to focus more on non-air products such as launching enrichhotels.com, an online accommodation platform with over 400,000 hotels worldwide , along with other lifestyle solutions which have been made available to members – enabling them to still enjoy rewards and earn points even when they are not flying or when travel is restricted.
Omni-channel partnership
As a homegrown brand, MAB leverages itself as a platform for other Malaysian-based brands and businesses to partner with them, and stimulating the local economy in the process.
For instance, Enrich has partnered with GrabRewards, Bonuslink, B Infinite, Petron and Sunway Pals for points conversion which proves useful for travellers.
As an example, you could take a local flight to Langkawi and use the points earned with your flight for your next Lazada online purchase or a staycation via enrichhotels.com
Malaysia Airlines group chief marketing and customer experience officer Lau Yin May (centre) and Enrich & Loyalty head Amiroel Shazrie Yussof (second from right) at the Enrich Hotels launching event in Petaling Jaya back in December of 2019.
Lau says that MAB and Enrich have always had this omni-channel approach but found that the Covid-19 pandemic had sped up the digitisation process.
The group plans to introduce more products in the coming years as well as enhance the benefits and experience for Enrich members.
“We’ll be focusing on getting more lifestyle partners on board and also have engagements with members based in the UK and Australia,” says Lau.
We’re also adding new features to the programme for those looking to upgrade their tier status; it gives members an avenue to fast track their status. So, stay tuned to enrich.malaysiaairlines.com for more info.
Time to take flight
Celebrating 35 mile-high years, Enrich is currently hosting a contest that offers 1,000,000 Enrich Points to lucky winners. 35 lucky members will win 35,000 Enrich points by participating in the contest which is currently running Instagram page @enrichbymh.
All you have to do is:
> Share your dream Malaysia Airlines destination.
> Pick your dream hotel from enrichhotels.com
> Complete the slogan “My Rewarding Journey is ... ” in 30 words or fewer.
> FOLLOW @enrichbymh and TAG three friends
The contest runs until the end of December this year, so now’s the prime time to sign up for free as an Enrich member too.
Lau parted with three tips for those looking to travel the open skies again.
“I recommend booking and planning in advance seeing how demand for travel has increased, and you can get cheaper rates too. You can use Malaysia Aviation Group’s travel and lifestyle app, Journify to plan the best route for sightseeing at your destination as well.
“Secondly, make sure you get enough rest before your flight. And finally, make sure you check the requirements of your chosen destination.”
Known for quintessential Malaysian Hospitality, fly confidently and pamper yourself with a plethora of lifestyle offerings with Enrich and Malaysia Airlines. Sign up via https://enrich.malaysiaairlines.com/signup to start your journey.
