Avios
“Can Avios evolve from an airline loyalty currency into the dominant travel lifestyle rewards ecosystem, embedding financial products (insurance, cards, retail) to deepen member engagement across IAG's 115M+ annual passengers?”
Originally established as British Airways' frequent flyer currency, Avios was restructured under IAG Loyalty (now Avios Group Limited) to serve as a shared points currency across multiple airline loyalty programmes including British Airways Executive Club, Iberia Plus, AerClub, and Vueling Club. The company has pivoted from a simple airline miles programme toward a broader lifestyle loyalty platform, integrating over 2,000 partners across retail, banking, travel, and insurance. The launch of Wanda by Avios and the Avios Retail shop represents a move into embedded financial and insurance products, using the loyalty currency as both earning and redemption mechanism.