Asia Miles partners with Openrice, cooks up experience-focused strategies

Asia Miles continues its aggressive marketing efforts by extending membership redeeming experiences to dining and entertainment.The Hong Kong-based travel and lifestyle rewards programme, which is mostly known for its round-trip flight redemption, started to deliver and promote member-exclusive experiences such as back-stage visits in concerts and meetings with top chefs like Gordon Ramsey earlier this year, as an effort to extend the experience it can offer across multiple touch points.The brand further announced yesterday that they have inked partnership with OpenRice. Effective immediately, members can now earn miles every time they use the OpenRice app to make a reservation, and get extra bonus miles within the promotion period.Weekly promotions and offers will also be held with Openrice, for example a Monday offer on the app during which members can earn one mile for every one dollar spent at an Asia Miles-partnered restaurant.Asia Miles' CEO Stephen Wong told Marketing that they currently have more than 10 million members worldwide, and around 2 million of them are Hong Kong members.Recalling Hong Kong people's renowned love of food, Wong said it's essential to improve member experiences by collaborating with more dining partners. Meanwhile, travelling and entertainment remain as two other development focus, and Wong said they are looking into adding new airlines partners, for example in the big bay area.On the content front, Asia Miles’ head of marketing and engagement Peony Wu said the team has been improving their online content and newsletter constantly, but the website will undergo a big revamp soon to deliver better service. "Members can expect to see a change soon," she added.