This year, Garuda Indonesia, the flag carrier of Indonesia has been expanding its loyalty rewards offering exploring new ways to engage different generations of travellers. At Aviation Festival Asia, Ima Rahmaniar, Miles & Ancillary Group Head at Garuda Indonesia shared insight into the carrier’s evolving loyalty strategy and reflected on shifting customer values, preferences, and behaviours within the APAC region.
Looking at embedding loyalty into the daily lives of passengers, Rahmaniar discussed the co-branded card that was launched with a leading Indonesian digital bank. She described this as a move aimed to target younger passengers who demand seamless integration between everyday engagement and loyalty platforms.
The conversation also touched on new partnerships. In a major move announced onsite at the event, Garuda signed a loyalty partnership with Emirates, allowing members to earn and redeem Miles while travelling across a combined network of more than 200 destinations.
Speaking on trends in the ancillary market, Rahmaniar described her predictions for the most popular ancillary options this year:
“The topic of uncertainty […] Not being sure if the passengers will fly today, if something will happen with the baggage etc so I think insurance-related ancillary business is something members and passengers will still be looking for.”
Questions asked include:
- The loyalty landscape is changing. In terms of what users’ value and how they engage, what sets travellers in APAC apart from other regions?
- How has Garuda Indonesia cultivated loyalty currency into deeper member relationships?
- What are the most popular ancillary options you are predicting for 2025? How can airlines maximise revenue here.
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