Air New Zealand has announced that its loyalty programme, Airpoints, will be renamed Koru. The airline said the change means the programme will have a new name, but members will still use Airpoints dollars and earn status points.
In an email to customers, Air New Zealand explained that the new programme was shaped by what members said mattered most to them. The airline said people wanted a simpler system with clear and useful benefits.
The change comes after other updates to Airpoints in recent years. Last year, Kiwibank and Air New Zealand ended their partnership, which meant Kiwibank stopped offering an Airpoints credit card. Kiwibank said this was partly because of tighter rules around interchange fees, which are charges linked to card payments. Air New Zealand’s chief commercial officer, Scott Wilkinson, said the new programme reflects what customers have been asking for.
Customers will keep their current Airpoints and status points when they move into the Koru programme. People with Airpoints Gold status will become Koru Gold members. Air New Zealand is also adding a new top tier called Koru Black for its most frequent travellers. Members at this level will be able to share benefits with friends or family through something called Koru Circle, as well as receive extra upgrades and rewards.
Not everyone is sure the new name is a good idea. Massey University marketing expert Bodo Lang said changing a brand can make a company lose the connection people already have with the old name. He also said some travellers might think Koru only refers to the airline’s airport lounges. Even so, he explained that reward schemes can still encourage people to stay loyal, because many passengers like collecting points even if the real money value may be quite small.
