Avianca Airlines’ loyalty programme, Lifemiles, has celebrated its 15th anniversary, highlighting member and partner engagement as central to the growth of the Lifemiles loyalty program. The airline loyalty scheme, which operates under Abra Group, said Lifemiles has evolved since its launch to offer more personalised benefits, simplified earning and redemption, and expanded travel rewards. It now serves 16 million members globally.
Growth and expansion of the Lifemiles loyalty programme
Since 2011, the Lifemiles loyalty program has positioned itself as one of the leading airline loyalty schemes in Latin America and a major global player. The programme reports continued growth in member engagement, with increased focus on everyday use, easier accumulation of miles, and broader redemption options.
In 2025, nearly 2.8 million Avianca passengers used redeemed miles, supported by the Lifemiles loyalty program and its Star Alliance partners, which together provide access to more than 1,300 destinations worldwide. The programme also supports airport benefits, including access to 12 VIP lounges, such as the upgraded Diamond International and Domestic lounges at El Dorado International Airport.
Under the Abra Group, Avianca has expanded its network to more than 155 routes and 80 destinations. The airline has also introduced Business Class Americas on over 54 international routes and launched domestic business class services in Colombia and Ecuador. According to the company, these developments are intended to strengthen the wider Lifemiles loyalty program value proposition.
Jaime Manso, vice president of Lifemiles, said:
“We celebrate 15 years by thanking our 16 million members for their continued loyalty and trust. They are the reason Lifemiles exists and the foundation on which we have built this program. In 2026, we aim to strengthen our position as the leading program in the region. Our priority is to keep evolving the program to make everyday interactions easier, remove barriers, simplify earning and redeeming miles, and ensure that every interaction is seamless, agile, and closer to our members.”
Strategy and future development
Abra Group said the Lifemiles loyalty program is being developed as part of a wider loyalty ecosystem alongside Smiles, focusing on improved customer engagement and redemption opportunities. The programme is supported by more than 200 merchant partners and 27 banking partners across 11 countries.
The company also reported an investment of more than $800 million to improve its fleet, products, and services, which it said supports the long-term growth of the Lifemiles loyalty program.
Lifemiles said its focus for 2026 is to further simplify mileage earning and redemption, expand partnerships, and enhance customer experience. The programme also recently introduced a refreshed brand identity aimed at modernising its positioning while maintaining its core loyalty offering.
What do you think of the Lifemiles loyalty programme? Have you ever used it? Let us know in the comments!
