Akasa Air uses Elevate loyalty programme to push repeat, direct bookings
Six weeks after launch, Akasa’s four-tier Elevate programme is designed to build first-party customer data and repeat travel. Point redemptions and external partners are yet to be introduced, leaving it behind more established Air India and IndiGo loyalty ecosystems.
What happened
Akasa Air is using its new Elevate loyalty programme to drive repeat bookings, direct-channel data and personalised service. The airline enters a mature Indian
Key facts
- Akasa Elevate has four tiers: Bronze, Silver, Gold and Platinum
- Silver: 6 eligible flights or Rs 75,000 eligible spend
- Gold: 15 flights or Rs 1.25 lakh eligible spend
- Platinum: 30 flights or Rs 2.5 lakh eligible spend
- Air India Maharaja Club has more than 10 million members and over 100 partners
What changed
Akasa Air is using its new Elevate loyalty programme to drive repeat bookings, direct-channel data and personalised service. The airline enters a mature Indian loyalty market led by Air India and IndiGo, but has not yet enabled point redemptions or announced external partners.
Why this matters
Akasa’s Elevate programme makes direct booking and tier benefits a practical lever to capture first-party data, personalise service and drive repeat travel beyond fare-led acquisition.
What to watch
- Announcement of a redemption currency, earn rate and expiry policy.
- Share of bookings shifting to Akasa-owned digital channels versus OTAs.
- Launch of bank, card, hotel, mobility or retail partner integrations.
- Member-only direct-booking pricing or exclusive redemption inventory.
- Tier-benefit expansion into priority services, upgrades, lounges or fee waivers.
Also reported by
- ET Brand Equity — Same time