Skift Take
A potential easy win of an impressive 6.2 million members goes to the highest bidder, and each and every flyer a valuable resource for an airline wanting to take advantage of Europe's upcoming recovery.
Alitalia on Wednesday launched the sale of its Millemiglia loyalty program, in another step to dispose its assets before being wound down.
The troubled Italian carrier, which last month was replaced by state-owned ITA Airways, said groups interested in entering the data room for the auction needed to express interest by Dec. 10.
Binding bids for the Millemiglia programme, which has a base price of $57.22 million, are due by Dec. 13, Alitalia said.
Under the deal with the EU Commission over the creation of a new carrier, ITA Airways is not allowed to take part in the auction, but can clinch a partnership with the buyer of Millemiglia in a second phase.
The program has 6.2 million members and survived the end of Alitalia’s operations last month as customers can continue to earn miles by using the services of Alitalia’s commercial partners or by travelling with Air France, KLM and Middle East Airlines. They can spend points through the lastminute.com portal.
Millemiglia has been managed since 2013 by a separate company called Alitalia Loyalty.
(Reporting by Francesca Landini; Editing by Kirsten Donovan)
This article was from Reuters and was legally licensed through the Industry Dive publisher network. Please direct all licensing questions to [email protected].
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Tags: air france-klm, airlines, alitalia, coronavirus, coronavirus recovery, european airlines, italy, lastminute.com, loyalty
Photo credit: Rome–Fiumicino International Airport. Pom' Angers / Flickr