ITA Airways Volare program: 1.6M members, new partnerships, expansion

Saturday, December 23, 2023

Volare – ITA Airways loyalty program management convened with prominent frequent flyers and business partners in downtown New York to deliver updates on the program’s 2023 advancements and milestones.

Expressing pride in gathering corporate partners within the US market, CEO Emiliana Limosani highlighted the Volare program’s outstanding progress, boasting a global membership exceeding 1.6 million. Notably, North America witnessed a 60% growth in ITA Airways passengers in 2023, accounting for approximately 9% of Volare’s international members.

Since its launch in March 2022, Volare has steadfastly expanded, guided by core principles of Freedom, Personalization, Choice, and Connection. The program offers an escalating series of exclusive Clubs—Club Smart, Club Plus, Club Premium, and Club Executive—each granting tailored experiences and priority services. Members accrue points through ITA flights and partner purchases, enabling them to ascend to higher Club tiers and access elevated benefits.

In 2023, Volare reached the significant milestone of 1.6 million members worldwide, with nearly 40% hailing from international locations, notably growing in North America. Presently, Volare boasts 20+ commercial partners across hospitality, mobility, finance, and airlines, fostering mutual benefits through accrual and redemption collaborations.

Key among the 2023 partnerships was the collaboration with American Express, introducing three co-branded cards. Additionally, the program unveiled the Executive Reserved initiative, catering to high-value customers with exclusive offers and personalized services through selected partners like Forte Village hotels, Palazzo Doglio, E. Marinella, and more.

Notably, Executive Club members can now gift Premium status to another Volare member, granting access to premium benefits like fast track, lounge access, and additional baggage allowances.

The United States stands as ITA Airways’ primary international market after Italy, hosting 43 weekly roundtrip flights during peak winter, connecting not just for travel but also uniting the Italian community in the US.

ITA Airways currently operates nonstop flights to six North American destinations: New York, Boston, Miami, Los Angeles, Washington, and San Francisco. Expanding its network, the airline now flies to 52 destinations in the winter season, encompassing domestic, international, and intercontinental routes.

Looking ahead, ITA Airways plans to extend its intercontinental reach in 2024, introducing new nonstop flights to Chicago, Toronto, Riyadh, Kuwait, Jeddah, Dakar, and Accra, reinforcing its commitment to the American market and global connectivity.

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