The loyalty programme of Etihad Airways recently reached a landmark with the 10 millionth member joining. The airline has upgraded the latest member to its top loyalty tier and introduced added benefits as part of the celebrations.

Etihad Airways, the national airline of the United Arab Emirates, says it has welcomed the 10 millionth member to its loyalty programme.

In a press statement, the airline says that it has also introduced added benefits to the frequent flyer loyalty programme.

“We are delighted to welcome our 10 millionth member to the Etihad Guest family. In parallel to the airline’s own growth trajectory, we have seen an exciting expansion in our member numbers which have leapt by a quarter since the beginning of 2023,” says Mark Potter, Managing Director of Etihad Guest.

“The lucky guest who has become the 10 millionth member is in for an incredible surprise when they are notified later this month. We are going to upgrade them to Platinum status immediately. This is a tier set aside for the programme’s most frequent flyers, requiring 125,000 Tier Miles to attain,” Potter adds.

Etihad says that this milestone comes in conjunction with its celebration of 20 years of delivering service. 

The Etihad Guest Loyalty Programme, launched in 2006, now has a global membership, with its largest membership bases being spread across the UAE, India, the UK, the USA and Australia mirroring the airline’s expansion into new markets and frequencies.

“Today’s landmark moment comes as we activate the programme enhancements we announced earlier this year, offering a diverse range of personalised benefits to guests from the moment they join,” says Potter.

The statement adds that the Etihad Guest Programme has also introduced Custom Benefits, a solution allowing members to take control of their perks. Members can go into their profiles and select the custom benefits that suit them, allowing them to journey on their terms.

The number of Custom Benefits available each year will depend on the member’s tier, with higher tiers offering greater benefits. Members can look forward to perks such as extra baggage, free seat selection and lounge access, as well as new benefits like same-day flexibility.

The airline says that Beyond Benefits have also been introduced to reward the most loyal members who go above and beyond. Gold Tier members earning 75,000 Tier Miles, or Platinum Tier members, earning 175,000 Tier Miles, are given the option to choose two Beyond Benefits reflecting the airline’s gratitude for their continued loyalty.

Members can look forward to special rewards, like priority boarding or lounge access, that they can enjoy and share with their friends and family.

The statement adds that a new top tier, the Diamond Tier, has been introduced to reward the airline’s most loyal flyers. To reach this level, guests need to be Platinum members and spend USD 150,000 over a rolling 12-month period on flights with Etihad Airways. Eligible members will enjoy a wide range of bespoke, valuable benefits curated specially for them.