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Bmi re-launches Diamond Club loyalty scheme

23rd November 2009 Print

Bmi has re-launched its popular loyalty scheme, Diamond Club.  New features being introduced to the scheme will include family membership, the conversion of miles into upgrades and complimentary pre-bookable upgrades for Gold Card holders.  In addition the relaunch sees new airline and hotel partners as well as great treats from high end brands.

The new family membership will allow up to eight family members to join, with each member of the family able to earn miles in their own right when travelling with bmi or Star Alliance partners.  With the new family membership, under 18s can enrol and their account will be managed by the head of the family.  Family membership will be serviced online at

Another change is that the current Gold complimentary upgrades will move from paper vouchers to electronic vouchers and upgrades will now be bookable up to seven days in advance via the bmi call centre.  The re-launch will see Gold accounts automatically being credited with four complimentary electronic upgrade vouchers and previous paper vouchers will cease to be valid after 23 November.  Similarly all level members will now have the chance to pre-book upgrades on a revenue ticket through the call centre up to seven days before departure.  

New partners joining the loyalty programme include Continental Airlines, Brussels Airlines and TAM.  Two new hotel partners are Missoni Hotels (from 1 December 2009) and Wyndham Hotels (early 2010).  There’s a new range of indulgent and stylish treats too, from brands such as perfumer Miller Harris, Hunters Accessories, Pure digital radio and Thorntons.

As part of the re-launch customers will see their membership cards change as a new stylish design rolls out, as well as a new look membership packs.

Diamond Club is the UK’s most generous frequent flyer programme which rewards customers for their loyalty, offering exclusive member benefits and privileges from the minute they sign up, earning destinations and membership status miles in the air and on the ground.  As a Diamond Club member bmi customers can earn more destinations miles on flights they buy through bmi than with any other airline.  It only takes five return flights with bmi to earn a free UK domestic flight.

The re-launch of Diamond Club comes during a year of innovation in product enhancements and  customer service from bmi.  In June this year the airline’s flagship lounge, bmi Number One Heathrow was opened, which provides a stylish environment in which to work, relax, dine and refresh.  The airline also recently launched its new Chauffeur Drive and Premium Check-in area at London Heathrow’s Terminal 1 to provide a fast and hassle free check-in service for Business Class and Premium Economy customers as well as bmi Diamond Club Gold and Silver members.

bmi is the only airline at London Heathrow to offer Business Class customers a 30 minute check-in promise, enabling them to arrive at check-in as little as 30 minutes before their flight departs with the guarantee that they will make their flight. Premium leisure customers can also experience a more personal service when using the Premium Check-in area with bmi staff collecting luggage and travel documents from customers on arrival so that they can complete the check in formalities whilst they sit back and relax.