Volare: ITA Airways’ Loyalty Program Celebrates Over 1.6 Million Members

ITA Airways’ loyalty program – Volare – this year achieved “excellent results”, surpassing 1.6 million members worldwide.

The news was announced on Friday by Volare’s management during a meeting with the major frequent flyers and business partners in the US market in downtown New York.

Launched in March 2022, the loyalty program Volare has continued to grow in its first two years.

According to the the Italian flagship carrier, the program was built on the values of Freedom, Personalization, Choice, and Connection, and features an increasingly dynamic structure guaranteeing a tailored experience to all members.

In 2023 Volare reached the milestone of more than 1.6 million members worldwide with almost 40% being international subscribers and with North America representing the first market outside Italy for Volare membership with numbers that are continuing to grow.

“These numbers exceed all our forecasts, and take on even more relevance in North America, which is the first international market for ITA Airways, with a 60 percent growth in terms of passengers in 2023, and for our Volare program, which here counts around 9 percent of its foreign members,” said Emiliana Limosani, CEO Volare and Chief Commercial Officer ITA Airways.

To date, Volare has more than 20 commercial partners from the hôtellerie, mobility and finance sectors including 16 in accrual and 8 in redemption. There are also 7 airline partners for accrual which have joined the program.

“Our new partnerships and initiatives, presented during the event, confirm that we are on the right track and are continuing to work towards our primary goal: putting the customer at the core of our business, with a loyalty program fully focused on their needs,” Limosani said.

Among the new partnerships signed in 2023, there is the one with American Express which resulted in the launch of three specific co-branded cards (ITA Airways American Express Credit Card, ITA Airways Gold American Express and ITA Airways Platinum American Express Credit Card).

Another major novelty recently introduced in the program is the Executive Reserved, an initiative dedicated to high value customers, who can benefit from exclusive offers and tailor-made services courtesy of specific agreements with an array of selected partners.

The United States is the first international market for ITA Airways and the most strategic one after Italy. The Italian flagship carrier offers nonstop flights to 6 destinations in North America, namely New York, Boston, Miami, Los Angeles, Washington and San Francisco. In April, ITA Airways will launch the nonstop flight to Chicago and in May it will offer a new nonstop flight to Toronto in Canada.