Singapore Airlines 2013 Annual Report Download - page 24

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022
SINGAPORE AIRLINES
OPERATING REVIEW
Products and Services
KrisFlyer
The KrisFlyer programme underwent several key
developments during the year in review, which expanded its
network of both airline and non-airline partners with which
members can earn miles. The addition of Virgin America and
Star Alliance partners Avianca, Copa Airlines, Taca Airlines
and Shenzhen Airlines brought the total number of KrisFlyer’s
airline partners to 31. Seven new brands were also added to
the suite of over 160 global non-airline partners, while the
scope of several existing partnerships was expanded.
In line with a commitment to increase the range of redemption
options available to members, redemption bookings were
introduced for Saver Award flights in Singapore Airlines Suites,
exclusively available on board the Airbus A380. Members
now have the choice and flexibility to redeem all award types
in all cabin classes across the Singapore Airlines network.
A priority is to enhance the accessibility of KrisFlyer services
to members. To this end, redemption booking functionality
was launched on the SQ Mobile app, adding to the KrisFlyer
services already available such as the ability to view
membership account summaries and to extend expiring
miles. More convenience and services will be extended to
members in future app updates.
Building greater member engagement is another key focus.
The design of the members-only e-newsletter has been
revamped to provide relevant and up-to-date Singapore
Airlines and KrisFlyer news and promotions. Throughout the
year, KrisFlyer members also enjoyed several accrual and
redemption promotions, local offers and partner privileges.