Aimia, a global leader in loyalty management, has announced the agreement of a multi-year extension with founding partner HSBC for its participation in the Air Miles programme in the Middle East.

"We are delighted with HSBC's decision to extend their commitment to the Air Miles programme with the signing of this new agreement,” said David Johnston, Aimia's COO.

“Our coalition programmes deliver strong benefits to our partners and customers and we continue to see strong results and success of the Air Miles programme in the Middle East.”

The extension to the partnership, which began in 2001 when the Air Miles programme launched, means that members will continue to collect Air Miles every time they use their HSBC credit card, and will also earn Air Miles twice whenever they use their HSBC credit card alongside their Air Miles card at the more than 120 partner outlets across the region.

Air Miles partners include Sharaf DG, Damas, Lamcy Plaza, Arabian Center, Pan Emirates, Bin Sina Pharmacy and Zurich Insurance.

Paul Lacey, Aimia Middle East managing director, said: "Air Miles is the leading coalition loyalty programme in the region, and we are extremely pleased to be continuing our relationship with HSBC, one of the programme's founding partners. We look forward to working with HSBC to continue to strengthen and develop the programme over the coming years."

Air Miles Middle East, which operates throughout the UAE, Qatar and Bahrain, is managed by Rewards Management Middle East, which is 60 per cent owned by Aimia. – TradeArabia News Service