Malaysia Airlines' Enrich partners with Serai Group for member benefits

Malaysia Airlines' frequent flyer programme Enrich has partnered with home-grown F&B brand, Serai Group to offer rewards to all its members. Through this partnership, Enrich members will be able to earn and redeem Enrich Miles when they dine at all Serai restaurants in Malaysia. Members will also receive perks at all other Serai Group outlets including Jibby & Co, Jibby East and Jibby Chow.

Malaysia Airlines group chief customer experience and marketing officer, Lau Yin May said to celebrate its partnership with Serai, members will be able to earn double the miles when they dine in at any Serai Group outlets from 19 April until 31 May 2019. Enrich will also be running a contest during that period for members to participate in.

“Serai is the perfect partner for Enrich as both brands represent the best of Malaysia. Good food brings people together, so this partnership is a great way to reward and create a memorable dining experience for our members,” she added. Managing director of Serai Group, Najib Hamid said its vision is to expand Serai Group internationally.

“We look forward to serving Enrich members and loyal customers from around the globe authentic Malaysian cuisine across the shores as well as earn points to travel with Malaysia Airlines,” he added.

Apart from F&B brands, Enrich has extended its rewards benefits to other industries as well. Last year, Enrich inked a global partnership agreement with global car rental service provider Sixt, to allow its members to earn 500 Enrich miles on each car rental booking.

This came not long after Enrich introduced its e-quarterly magazine, Digital World of Riches, with a new look and feel. The first edition was from January to March 2017. With the revamp, the magazine looked to be a content platform for new destination and travel-related information. According to a press release from MAS, readers will have access to relevant content packaged in a new layout, which leads to easier navigation, making it a quick and efficient user experience.