Air New Zealand rebrands loyalty program Koru in effort to take on Qantas Frequent Flyer
After nearly 30 years of delivering 'poor returns', Air New Zealand's loyalty scheme is getting a dramatic overhaul to challenge Qantas' frequent flyer dominance across the Tasman.

Air New Zealand is reinventing its universally unpopular loyalty program, starting with a name change and a “new era of recognition” in an effort to compete with Qantas Frequent Flyer.

From April next year, the little-known Airpoints scheme will become Koru, which is the Maori word for a newly unfurling frond from a silver fern.

The airline’s new chief executive officer Nikhil Ravishankar said Koru was one of the most significant evolutions of the loyalty program in nearly 30 years.

“Airpoints has been an important part of our story and now that story is evolving. Koru symbolises care, connection, and renewal,” said Mr Ravishankar who replaced the retiring Greg Foran last month.

“For our members, the name Koru inspires pride, belonging and a sense of place, especially when travelling far from home. Now it’s at the heart of loyalty at the airline.”

He said the new scheme would be a “more rewarding experience that felt simpler, more personal and unmistakably Kiwi”.

“Koru builds on everything our five million members love about loyalty, shaped and inspired by their feedback,” Mr Ravishankar said.

Central to the overhaul was a new tier known as “Koru Black”, similar to Qantas’ Platinum One, and achievable through 3200 status credits including 1920 in a year.

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Mr Ravishankar recently told The Australian he recognised Air New Zealand was the underdog in the region but that kept them on their toes and thinking of ways to outsmart and out-compete their rivals.