JetPrivilege is now InterMiles

Jet Privilege Private Limited (JPPL), the independent loyalty and rewards management company, part of the Etihad Aviation Group, has unveiled its new brand identity ‘InterMiles’, claiming that its intent is to fulfil the evolving travel and lifestyle aspirations of discerning consumers.

InterMiles will encompass both the loyalty and rewards programme (previously, JetPrivilege) and the ubiquitous rewards and recognition currency (previously, JPMiles). The programme will offer its growing base of close to 10 million members the opportunity to earn and redeem InterMiles across travel, hospitality and lifestyle services across 10+ categories and 150+ programme partners.

Over the last five years, the company has attempted to expand from an airline-centric programme to emerging as an everyday travel-and-lifestyle rewards programme as discerning consumers have shifted beyond transactional rewards and cashback. Over the last six months the programme has managed over 33 billion InterMiles.

Speaking about the development, Manish Dureja, managing director, Jet Privilege said, “We are embarking on a new journey with InterMiles. What started as a frequent flyer programme has, today, become the platform of choice that empowers our members to fulfill their travel and lifestyle aspirations. Our growth plan is focussed on aggregating more benefits and simplifying access to a growing bouquet of experiences and rewards.”

The name InterMiles suggests the interchangeable nature of the rewards currency where it can be earned and redeemed across platforms including airlines, hotels, dine, shop, fuel among others. In a press release, the company wrote that a critical part is that the new design had to be recognisable and memorable. The marque, comprising a dot (the first step of the journey) and dash (the way/path one takes on the journey), signifies the brand’s promise to customers to make their every journey more rewarding.

Commenting on the brand identity, Zameer Kochar, Vice President – marketing and member engagement, said, “We know that seeking unique, fulfilling and memorable experiences is a key driver for India’s growing segment of discerning consumers. We have designed a distinctive brand identity that represents this growing community of experience seekers.”