AVIATION | Staff Reporter, Hong Kong

HK Express launches new "reward-U" loyalty program

Friends and family account option is available.

Low-fare airline HK Express has announced its new “reward-U” loyalty program today.

According to a release from HK Express, the new and innovative free program sets itself apart with features such as the ability to redeem points for any available seat with no blackout dates, the ability to have a Friends & Family account, and a straightforward system that makes it easy to earn and redeem rewards.

After enrolling online at as members, guests can immediately start earning points, said the release. For every HKD1 spent on fares and selected services, guests earn 10 points. Points can be accumulated not just through seat bookings but through utilising a variety of services including pre-booked meals, advanced seat selection, pre-ordered checked baggage, and pre-booked priority check-in.

Here's more from HK Express:

Unlike most loyalty programs, reward-U is a straight-forward and transparent system, with no complicated tiers or earning classes to worry about. Points are valid for 3 years from the date flown, but, unlike most loyalty programs, there are no blackout dates or off-limit routes. Even better, Guests can use a mixture of points and credit card for ticket purchases.

The reward-U program sets itself apart further by offering the option to open a Friends & Family account, which makes it easier and faster for families or friends to earn points together. The uniquely named “reward-U Crew” account comprises of a maximum of 5 people including 1 nominated “captain” who would manage the account and redeem points on behalf of his or her crewmembers.

“We’re so excited to launch this innovative rewards program, because it’s unlike anything else on the market right now,” says Andrew Cowen, CEO of HK Express at the launch ceremony. “We want to continue to give back to and reward our loyal Guests, who are travelling with us frequently to their favourite HK Express destinations. We hope that by eliminating blackout dates and the ability to redeem points for any available seat, our Guests will continue to feel like valued members of the HK Express family.”

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.