Lifemiles, Avianca’s loyalty programme, is celebrating its 15th anniversary, boasting over 16 million members worldwide. Since its inception, the programme has evolved to meet the diverse needs of its members, establishing itself as a leading loyalty scheme in Latin America and gaining recognition globally.

The programme’s success is attributed to its ability to deliver personalised experiences and benefits that enhance the travel journey. Ralph Piket, chief loyalty officer of Abra Group, stated, “We are building the largest and most compelling loyalty proposition in the region by expanding benefits and strengthening opportunities to earn and redeem miles.”

Under the leadership of Abra Group, Avianca has expanded its network to over 155 routes and 80 destinations, offering new opportunities for its customers. The airline has also introduced Business Class Americas on 54 international routes and domestic Business Class in Colombia and Ecuador, enhancing the travel experience.

In 2025, nearly 2.8 million passengers travelled using redeemed miles, equivalent to filling 44 Airbus A320 aeroplanes daily. Members also enjoy access to 12 VIP lounges, including the renovated lounges at El Dorado International Airport.

Jaime Manso, vice president of loyalty and Lifemiles, expressed gratitude to members, saying, “They are the reason Lifemiles exists and the foundation on which we have built this programme.” Looking ahead, Lifemiles aims to strengthen its position as the leading programme in the region by simplifying interactions and expanding offerings.

To commemorate its anniversary, Lifemiles has unveiled a refreshed identity, reflecting a contemporary image aligned with its evolving value proposition. The programme continues to support members through partnerships with over 200 merchants and 27 banking partners across 11 countries.