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Air New Zealand is rolling out a refreshed loyalty programme, Koru, positioning it as a more rewarding and easier-to-navigate experience for travellers at every level.
Chief commercial officer Scott Wilkinson says the shift is about delivering value sooner, rather than making customers wait until the end of their journey to feel recognised.
“More rewarding means customers see the benefit of loyalty sooner and more often,” he says. “With Koru, there are clearer rewards through the tiers, including bonus Status Points at Silver, Status Retain at Gold, and more personalised and shareable benefits at the top end. It’s about making the programme more valuable and more relevant for more travellers.”
But, Air New Zealand is keeping familiar elements in effect, including the value of Airpoints Dollars.
“Customers keep their existing Airpoints balances, and one Airpoints Dollar is still worth one New Zealand dollar, so that core value remains the same,” Scott says.
“What changes under Koru is how often customers are recognised and rewarded along the way.”
He points out more frequent milestone rewards and added perks as customers move through the tiers.
“For example, customers at Koru Silver now receive a Status Points bonus every 10 flights, alongside milestone rewards they can use on flights or the Airpoints Store,” he says. “And as customers move up through the tiers, benefits such as Recognition Upgrades add even more value to the travel experience. So the real improvement is that value shows up earlier and more often, not just at the end.”
A key part of the refresh is simplicity — something the airline says has been lacking for some travellers navigating loyalty programmes.
“When we say Koru is simpler, we mean customers can more easily understand where they stand, what benefits they have, and what they need to do to progress,” Scott says. “The tier structure is clearer, benefits are easier to see at each level, and progress is easier to track. So day to day, there is less ambiguity and a programme that is easier to understand and use.”
Despite the overhaul, the airline says the changes are about building on- not stripping back value.
“Customers keep the Airpoints, Status Points and tier status they have already earned, and the direction of Koru is to build on that value, not take it away,” he says. “What changes is that the programme introduces clearer tiers, enhanced benefits and more recognition along the way, particularly for customers progressing through the middle tiers.” says Scott.
