Etihad Airways’ loyalty programme is being spun off as a separate legal entity.
The move for Etihad Guest, which has more than 2.3 million members, is designed to support its growth as a leading customer loyalty and marketing services organisation.
The change brings increased focus and investment into developing specialty services and capabilities designed to improve member engagement and returns for partners, the UAE airline said.
Barry Green, previously the airline’s vice president customer relationship management & loyalty, has become managing director of the new company.
Etihad chief commercial officer Peter Baumgartner said: “This exciting development is testament to how far the Etihad Guest programme has come since welcoming its first members back in 2006, and a sign of its commitment to meeting the needs of the increasing number of travellers looking to gain more value from their travel experience.”