Air New Zealand has launched a refreshed loyalty programme, Koru, which the carrier says is a significant shift in how it recognises customers and the role travel plays in their lives.
From today, more than five million members will move across to Koru. Designed using feedback from customers and replacing the Airpoints programme the airline says it offers a simpler, more rewarding platform that caters to how passengers in Australia and New Zealand use their loyalty programme.
Customers will carry across their existing Airpoints and Status Points, with their equivalent Koru tier mapped into the new Koru programme.
Koru is a Māori word meaning “loop” or “coil,” symbolising new life, growth, harmony, and renewal.
Air New Zealand chief commercial officer, Scott Wilkinson says the changes reflect what customers have been asking for.
“We’ve listened closely to our members. They told us they want a simpler programme with clear, relevant benefits, and Koru is our response,” he said.
“Travel means different things to everyone. For some, it’s returning home to family. For others, it’s work, time away, or the chance to experience somewhere new. We want people to feel recognised in a way that reflects that.”
Overhaul doesn’t resolve
Adele Eliseo, from The Champagne Mile, told Travel Weekly when the programmme was revealed last year that Koru the recognised that the overhaul represents “one of the most significant program overhauls Air New Zealand has undertaken in many years”, however, she added that “the underlying structure of earn, redemption and upgrade options remains largely unchanged”.
But two gaps remain, she said.
“There has been no movement on implementation of a lifetime status benefit, since Air New Zealand flagging that it was under consideration in November,” she said. “The continued absence of this perk leaves a clear gap against Qantas Frequent Flyer, particularly for top-tier Australian travellers.
“If it does come back onto the table, members would expect to see past flying and Status Points would be recognised, but there’s no detail released on how that would work.”
As expected, there is no change to Airpoints economics, with the currency to continue to offer a fixed value of one cent per point, she said.
Eliseo did add that there is now detail on the valet parking benefit, with Black to receive eight passes per year and Platinum five.
Air New Zealand also announced that the new Auckland international lounge will be split into two spaces, with a separate Premier area for Platinum and Black, and a standard lounge for everyone else including Gold and Star Alliance Gold.
The status transfer
Customers who currently hold Airpoints Gold status will transition to Koru Gold. Koru Gold benefits include milestone Status Rewards (including Airpoints that can be used towards future travel or in the Airpoints Store) as well as two Recognition Upgrades each membership year. These upgrades allow customers to move up one cabin class when they achieve or retain Koru Gold and are valid for that membership year.
Status Retain, launching later this month, will offer additional support for customers with Koru Gold, Koru Platinum or Koru Black status who are close to the threshold, helping them maintain their status if they fall just short.
At the top end, the introduction of Koru Black recognises the airline’s most frequent travellers in a more personal way. Members at this level will be able to share benefits with friends or family through Koru Circle, alongside additional upgrades and rewards — acknowledging that frequent travel is often supported by those around them.
Koru Bronze provides a simple starting point, making it easy for customers to begin earning. With more than 40 partners across everyday categories like fuel, groceries, retail and financial services, even small, everyday moments can contribute to future travel.
Across all tiers, Koru has been simplified to make it easier for customers to track their progress and understand the benefits they are earning.
Looking ahead
Koru also sets the foundation for ongoing improvements, including new partners, more ways to earn and use Airpoints, and expanded travel experiences over time.
Construction on the new Koru Premier Lounge is due to begin later this year at Auckland International Airport. Set to become the most spacious lounge in the airline’s network, the footprint will nearly double and will incorporate two distinct spaces: one for Koru Platinum and Koru Black customers, and another for Koru Gold, Star Alliance Gold, Koru Silver and Koru Club members.
Wilkinson says Koru represents a step change in how our customers’ loyalty is recognised.
“Loyalty is about recognising and rewarding our customers in ways that feels meaningful. Koru delivers that, with greater flexibility, more choice, and benefits that reflect how people travel today. And this is just the beginning.”
