SIA's senior vice president marketing planning, Tan Kai Ping, said that the latest enhancement to KrisPay will provide KrisFlyer members more opportunities to earn KrisFlyer miles through everyday purchases. He added that this is part of the airline's wider effort to leverage on digital technologies and innovation frameworks to enhance the KrisFlyer programme.
KrisFlyer previously teamed up with loyalty commerce brand Points to launch “Krisflyer vRooms” last year. The dedicated platform allows KrisFlyer members to redeem miles for hotels and car rental services. The partnership will enable KrisFlyer members to use their miles to book over 300,000 hotels and over 29,000 car rental locations around the globe. Through a single integration with the Points’ Loyalty Commerce Platform, which powers Points Travel services, 3.5 million KrisFlyer members will have the flexibility to fully redeem with miles or make a partial redemption by mixing miles with cash.
As part of the SIA Group’s investment programme, the airline opened its new digital innovation lab, known as KrisLab in January this year. KrisLab aims to serve as a collaborative workspace for SIA Group staff to develop innovative ideas and co-innovate with external partners, start-ups, established incubators and accelerators, enabling the SIA Group to fully embrace digitalisation and technology in all aspects of its business operations.
