Avianca´s Lifemiles loyalty program celebrates 15 years and consolidates its program with more than 16 million members

LifeMiles celebrates its 15th anniversary, highlighting the loyalty of its members and partners as the central focus of its evolution. Since its inception, the program has supported millions of travelers, fueling their dreams, delivering everyday benefits, and enhancing the member experience.

Since 2011, LifeMiles has evolved to respond more closely and relevantly to the needs of its members, solidifying its position as the number one loyalty program in Latin America and one of the most recognized in the industry internationally. Today, with 16 million members worldwide, the program continues to strengthen with a focus on facilitating everyday interactions, simplifying mileage accrual and redemption, and offering benefits and experiences that enrich every stage of the journey.

“At Grupo Abra, we understand that loyalty is built on relationships of trust, where the value proposition is consistently delivered. In a constantly evolving environment, programs like Lifemiles and Smiles allow us to continue developing ecosystems that respond to the needs and interests of our members. We are consolidating the largest and most attractive loyalty program in the region, expanding benefits and strengthening opportunities to earn and redeem miles,” stated Ralph Piket, Chief Loyalty Officer of Grupo Abra.

Currently, under the leadership of Grupo Abra, Avianca is strengthening its value proposition with a network connecting more than 155 routes and 80 destinations, bringing its customers closer to new opportunities throughout the region and the world. In line with this evolution, the company launched Business Class Americas on more than 54 international routes from Bogotá, Medellín, Ecuador, and San Salvador, and introduced Domestic Business Class in Colombia and Ecuador, enhancing the travel experience on every journey. Furthermore, last year it announced an investment of more than US$800 million to strengthen its fleet, product, and service, reaffirming its commitment to an increasingly consistent, efficient, and high-quality experience for its customers.

15 years rewarding the loyalty of our customers

In 2025, approximately 2.8 million Avianca passengers traveled using their frequent flyer miles, taking advantage of the opportunities offered by the program in conjunction with the airline and its Star Alliance partners, whose network connects to more than 1,300 destinations worldwide. This translated to around 8,000 daily travelers across the program's various statuses, a figure equivalent to 44 Airbus A320 aircraft filled with frequent flyer members each day.  

For customers, these benefits not only pave the way to their dream trip, but also elevate their airport experience, thanks to access to 12 VIP lounges. Among them are the renovated International and Domestic Diamond VIP Lounges at El Dorado International Airport, spaces designed to offer greater comfort, relaxation, and value before each flight.

“We are celebrating 15 years by thanking our 16 million members for their preference and trust over the years. They are the reason Lifemiles exists and the foundation upon which we have built this program. In 2026, we want to continue consolidating our position as the leading program in the region. Our priority is to continue improving the program to make everyday user interactions easier, eliminate barriers, simplify the accumulation and redemption of miles, and make every interaction easier, faster, and more personal for our members,” stated Jaime Manso, Vice President of Loyalty and Lifemiles.

Vision for the future

Likewise, to celebrate its anniversary, the brand is renewing its image to reflect a more approachable, contemporary brand that is consistent with the evolution of its value proposition, projecting the strength of a robust and attractive loyalty program that offers relevant benefits and differentiated experiences in the daily lives of its members and at every stage of their journey.  

Furthermore, it continues to strengthen its position as an ally in rewarding user loyalty, reaffirming its constant commitment to offering premium experiences and the best services to all its partners globally, supporting them in their daily lives with more than 200 partnerships with businesses and 27 banks in 11 countries.

By 2026, the goal is to continue expanding its offerings and experiences, in order to continue growing exponentially and further consolidate its position as the most relevant loyalty program in the region within the loyalty initiatives market.

Lifemiles has built a proposition focused on recognizing and rewarding the loyalty of its members, consolidating itself as the most awarded loyalty program in the region with more than 20 international awards, where its ability to transform each trip into a complete experience by offering different benefits such as boarding facilities, preferential attention at different stages of the flight, greater comfort when choosing seats, among others. 

Source: Avianca.