When Texas International Airlines quietly launched the first mileage-based frequent flyer programme in 1979, few could have predicted how central loyalty programmes would become to modern travel. While airlines had always rewarded loyal customers, often with small gifts or certificates, the idea of tying benefits directly to miles flown was a game-changer. American Airlines followed suit in 1981 with its now-iconic AAdvantage programme, and the concept quickly went viral.
Today, frequent flyer programmes have evolved into intricate ecosystems, shaping how people choose flights, how airlines build customer loyalty, and how travel is experienced. Beyond complimentary flights, modern programmes offer lounge access, hotel discounts, car hire deals, retail perks, and even exclusive event invitations. However, not all loyalty programmes are created equal.
Loyalty Programmes in the Middle East
The Middle East’s aviation sector has grown at a staggering pace over the past couple of decades. As the region positions itself as a global transit hub, airlines like Emirates, Etihad, Qatar Airways, and Saudia have developed loyalty programmes that reflect not just scale but also luxury and flexibility.
Skywards from Emirates is one of the most widely recognised frequent flyer loyalty programmes in the world, serving both budget and premium travellers via Emirates and flydubai. With more than 30 million members, the programme allows users to earn miles through flights and a wide network of hotel, retail, and banking partners.
What makes Skywards stand out is its focus on experience-led redemptions. Flight upgrades are just the beginning, members can use their miles to attend concerts, football matches, or bid at online auctions. With the Skywards+ premium tier, travellers can supercharge their earnings and gain access to additional perks such as discounted redemptions and increased baggage allowances.
Abu Dhabi’s national carrier offers a more refined loyalty experience through its programme, Etihad Guest. Members can earn points by flying with Etihad and its 20+ partner airlines, which span three major global alliances. Points can also be accrued through hundreds of hotel chains, credit cards, and lifestyle brands.
A unique feature of Etihad’s programme is the option to use miles to offset carbon emissions or donate them to charitable causes. The simplified redemption chart across partner airlines makes it easier for members to calculate value and plan redemptions efficiently.
Qatar Airways Privilege Club has gained significant traction by aligning with British Airways, Iberia, and other Oneworld partners through its adoption of the Avios currency. This shift has greatly improved the programme’s versatility. Avios can be earned on Qatar Airways flights and redeemed across a vast global network, making it ideal for international travellers.
The programme offers premium benefits such as upgrades to the airline’s Qsuite or First Class, but it also appeals to everyday travellers with low redemption thresholds and transparent pricing tools. Integration with major financial institutions allows members to convert everyday spending into Avios with ease.
Saudi Arabia’s flagship carrier is undergoing a quiet transformation, and its loyalty programme, Alfursan, is evolving alongside it. Traditionally viewed as more utilitarian than aspirational, Alfursan has made noticeable improvements in recent years as Saudia aligns with the country’s broader tourism ambitions.
The programme now offers more ways to earn and redeem miles, thanks to its membership in the SkyTeam alliance, as well as partnerships with global brands and financial institutions. While it may lack the glamour of its Gulf neighbours, Alfursan is quickly becoming a practical choice for value-conscious travellers.
Flying Blue, the joint loyalty programme of Air France and KLM, is a mature and dynamic offering that caters to both leisure and business travellers. As part of the SkyTeam alliance, Flying Blue allows members to earn and spend Miles on a wide range of partner airlines including Delta, Korean Air, and Saudia.
What sets Flying Blue apart is its dynamic pricing model, which allows for highly flexible redemptions. Promo Rewards, monthly discounted flight offers, provide excellent value for savvy travellers. Members can also use miles on upgrades, extra baggage, or to offset cash fares. With a strong network across Europe, Africa, and the Americas, Flying Blue is especially attractive to those flying frequently between continents. Its elite tiers, Silver, Gold, and Platinum, come with increasing levels of lounge access, priority services, and bonus miles.
British Airways Executive Club
The British Airways Executive Club, home of the Avios currency, remains one of the most popular loyalty programmes in Europe. It rewards both long-haul and short-haul travellers with distance-based redemptions. A key feature is the household account option, which allows families to pool Avios and book reward flights faster.
Which Loyalty Programme is the Best?
There’s no single “best” frequent flyer programme, only one that best suits your travel habits. Business travellers flying in premium cabins will likely find greater value with Qatar Airways Privilege Club or Emirates Skywards. Leisure travellers looking for flexibility might prefer Etihad Guest, Air France–KLM Flying Blue, or British Airways Executive Club.
Meanwhile, Saudia’s Alfursan offers an evolving middle ground: a solid, no-frills programme that is improving as rapidly as the country it represents.
