Here's Volare, ITA Airways' new loyalty program: 10 thousand bonus points for new members
Today is day one of ITA Airways, Italy's new national airline, and more importantly the dawn of a [...]
ITA Airways
Today is day one of ITA Airways, Italy's new national airline, and above all the dawn of a new loyalty program, while, contrary to popular belief, the old Millemiglia with a twist of the tail does not die and indeed continues to guarantee benefits, the possibility of using old points and even guaranteeing SkyPriority privileges.
The new program is called Volare
In this article:
The "only" Italian constraints of sweepstakes remain, because this is in fact a loyalty program, the biggest being the duration. Initially it will last from today, October 15, 2021 to October 14, 2024, unless extended, but no longer than 5 years.
The main change from the old Millemiglia program is that you will move up a level based on how much you spend on ITA Airways tickets. A policy already used by all American companies and toward which they will also move Lufthansa. So goodbye to qualifying miles, now it will count how much you spend on tickets and company services.
Enrollment is, of course, free of charge all individuals who, as of October 15, 2021, are sixteen years of age or older may participate in the program.
The Program is divided into two phases: the first from October 15, 2021 until December 31, 2021, the second from January 1, 2022 until the end date of the program)
During Phase I, each member will be able to view the history of ITA flights purchased that will entitle them to accumulate points as of December 31, 2021.
Phase II is then triggered on December 31; only on that date will the member receive the Volare Code corresponding to his or her "Volare" account.
Using the Volare Code, the member will be able to:
- Access their point portfolio;
- Receive in real time the points accrued as a result of each flight made by the member and each purchase that entitles the member to accumulate points;
- Receive credit for points accrued for ITA flights made from October 15, 2021 to December 31, 2021 (previously only tracked in the member's personal area).
ITA AIRWAYS
Accumulation of Points
Each member will have access to a personal account on which the points to which he/she is entitled will be accumulated and credited. Points will be credited automatically under each of the circumstances listed below, with the understanding that it remains the member's responsibility to provide his or her Volare Code at the time of purchase of goods/services promoted by ITA:
- flights actually purchased and carried out with ITA. It is understood that flights purchased but not made (even as a result of cancellation and without prejudice to the application of ITA's policies regarding the possible recognition of the relevant refunds) do not entitle the accumulation of points;
- Purchase and enjoyment of goods and/or services provided by ITA (on-board boutique);
- Purchase of ancillary services available for a fee on ITA flights;
- additional ways of accumulating points from time to time communicated by ITA.
The amount of points accumulated is calculated based on the customer's spending (so-called revenue-based model, 1 euro = 1 Point).
The accrual of points by virtue of the purchase of airline tickets may also take place according to the type of purchase made (class, destination, etc.), with the possibility of receiving bonus points in accordance with the manner that will be communicated by ITA from time to time.
At this time, however, it is unclear how these bonuses will work and their value.
Use of points
The first prize tickets cannot be claimed before the March 1, 2022.
Members will have the opportunity to use their accrued points to claim the following rewards:
- ITA airfare purchase;
- Purchase of ITA ancillary services (lounge, class upgrade, etc.);
- ITA coupon purchase.
At the moment, no table has been published as to how many Volare points an award ticket will cost.
The welcome bonus
Members who join the program by November 15, 2021 will be entitled to a welcome bonus of 10,000 points ("Welcome Bonus") to be used within the program once the usage features are active (Phase II).
Specifically, the welcome bonus will be credited by December 31, 2021 in the member's point balance provided that he or she has purchased one round-trip flight or two one-way flights to be made by that date.
Elite Levels
The program gives members access to ITA's four exclusive clubs, which are divided into four levels that differ by virtue of the services they can access, based on the volume of points each member accumulates in Phase II ("Exclusive Clubs").
Each member's access to the Exclusive Clubs will occur upon generation of the Flying Code during Phase II and will entitle them to the following benefits (examples are given below):
- Level Smart:
- access with program enrollment and accumulation of points for each expenditure related to goods/services offered by ITA;
- Access to a wide network of business partnerships for crediting and using points;
- Purchase of ancillary services through points.
- Level Plus:
- Smart level benefits;
- priority waiting list;
- Free ancillary services;
- Dedicated customer service;
- business check-in.
- Level Premium:
- Plus level benefits;
- lounge access;
- 24/7 dedicated customer service;
- priority boarding;
- Dedicated on-board reception;
- Level Executive:
- Premium level benefits;
- golf equipment included;
- lounge + guest access;
- 24/7 dedicated support;
- Free food and drinks;
- Invitations to exclusive events;
- dedicated reception.
By reading the various benefits, it is possible to understand some of ITA's business strategies. For example, the fact that customers holding the Executive level will have free food and beverages suggests that catering on board ITA's aircraft, at least in economy will be pay-as-you-go as is already the case on British Airways, Lufthansa and Swiss.
Hard to understand what is meant by a dedicated welcome. A greeting by name in the cabin by the cabin crew? Interesting, on the other hand, that starting at the PLUS level, ancillary services will be free. Does this mean that one should not have to pay for choice of seat or perhaps wi-fi on board? To know the detail, however, one has to wait.
The only certainty is that the new program will be very different from the old Millemiglia. Before there were only miles, qualifying miles and miles for award flights. Starting December 31, you will have to learn to disentangle qualifying points based on how much you spend with the company and miles for award flights.
The fact that ITA's marketing has opted for a revenue-based strategy may displease the many who, with so many economy routes, were able to scale the old Millemilglia program. Of course here, as in the case of U.S.-made loyalty programs, the bonuses, accelerators and multipliers that will be available also count a lot.
At present it is impossible to give an assessment for three reasons:
- We need a clear vision of the spending levels needed to achieve status.
- It is necessary to understand whether the award tickets will have a fixed cost per zone or vary according to distance/season. And of course the cost.
- There is a lack of reference to privileges on flights operated by partner carriers; at the moment it remains in SkyTeam, but it is reportedly a stopgap solution.
Today Ita started flying and in fact the only thing we know is that all passengers, if enrolled in Volare, will have earned one point for every euro spent.
