Allegiant Air has launched its first loyalty program not tied specifically to credit card spending.
The discount carrier says it has designed the new Allways Rewards program pointedly for leisure travelers.
The program rewards members one point for every dollar spent on Allegiant.com and two points per dollar for spending in excess of $500. Members can redeem those points for a value of 1 cent per point at any time to reduce the cost of a flight or other Allegiant.com purchase.
Allegiant won't apply blackout dates or usage fees and there are no minimum accrual requirements for redemption. Allways members can combine rewards points with vouchers or promotions.
Allways points expire if members don't make an Allegiant travel purchase for any 24-month period. Points are awarded to the buyer of a ticket rather than the person traveling -- the person purchasing tickets for his or her family will retain all the Allways points.
Allegiant touted the program Thursday as one that is focused on having an immediate impact for customers, rather than focusing on status attainment for high-spending customers.
"It was truly inspired by the best innovative technology and retail programs that make earning, tracking and using rewards incredibly easy," the airline's chief marketing officer Scott DeAngelo said in a prepared remark. "It's a generational departure from traditional miles-based airline loyalty, which exclusively addresses high-mileage business travelers with long layovers in airport lounges."
Until now, Allegiant's myAllegiant loyalty program has been tied exclusively to spending on the Allegiant World Mastercard. The Allways program will now be integrated with the credit card, which will debut an Allways-branded look this month.
Joining Allways is free. Along with flights, members can use Allways points on lodging and rental cars. Allegiant also plans to offer discounted concert tickets to members by leveraging a recently announced partnership agreement with Ticketmaster and Live Nation.
The carrier said that another central benefit of the program will begin later this year, when Allways members begin receiving a 5% discount on all flights purchased on the Allegiant website.