Comarch Loyalty transforms Azerbaijan Airlines’ loyalty program into a fintech ecosystem

Comarch Loyalty, a global leader in AI-driven loyalty, has officially overhauled AZAL Miles, the frequent flyer program for Azerbaijan Airlines (AZAL). By implementing the Comarch Loyalty platform, the airline has successfully transformed its traditional reward system into a dynamic digital wallet and broader fintech ecosystem.

Legacy airline loyalty programs have long relied on distance-based reward systems, a model that often fails to align with actual passenger spend. To address this structural gap, Comarch Loyalty transitioned Azerbaijan Airlines  to a live, revenue-based calculation model. Status miles are now tied directly to ticket expenditure, providing the technical foundation for varied financial promotions and greater earning flexibility.

A key achievement of this implementation is extending the AZAL Miles reward system far beyond aviation. The new architecture introduces several core capabilities designed for daily engagement:

• Omnichannel Earning and Redemption: An integrated QR scanner within the AZAL mobile app enables members to collect and spend miles across a vast network of non-airline partners, including telecommunications, retail, mobility, and financial services.
• Flexible 'Cash+Miles' Payments: A dedicated checkout module allows passengers to split transaction costs between fiat currency and accumulated miles, offering immediate utility.
• Global Third-Party Integrations: The platform supports direct API connectivity, exemplified by a recent integration with Bolt. Members can exchange miles for ride-hailing vouchers in markets like the UK, France, Germany, Spain, Georgia, and Azerbaijan, supported by automatic currency localization.
• Automated Lifecycle Management: The backend automation engine streamlines program operations by deploying targeted promo codes and lifecycle rewards (such as Welcome and Birthday Miles)to specific user segments without manual oversight.

"Modern loyalty is no longer just about free bags or occasional airport lounge access," said Cezary Kryszkiewicz, Senior Business Solution Consultant at Comarch Loyalty. "It is about building a connected architecture that integrates into the user's everyday life. Our work with Azerbaijan Airlines proves that an airline can operate like a fintech platform, delivering concrete value on the ground and in the skies."

Serving as the dedicated technological partner for the evolving AZAL Miles program, Comarch Loyalty provides the scalable architecture needed to drive the airline's future ambitions, empowering Azerbaijan Airlines to continuously expand its partner network and deliver highly personalized passenger experiences.

About Comarch Loyalty 

Comarch Loyalty is a global leader in AI-driven loyalty solutions, empowering high-scale B2B, B2C, and coalition programs for more than 1.3 billion members in over 50 countries across 6 continents. Running 150+ active loyalty projects and seamlessly integrating with 2,000+ partners, Comarch Loyalty processes 15 billion loyalty-related transactions annually, transforming massive loyalty data into margin-accretive decisions and proven ROI.

At the core of the platform is an advanced Agentic AI layer that proactively monitors program health, allows marketers to build campaigns and extract data insights in plain language, and predicts customer behavior to deliver the Next Best Offer. Combined with AI Loyalty Guard for real-time fraud detection, Comarch Loyalty equips iconic brands – including BP, Ford, Heathrow, JetBlue, and Deutsche Bahn – with the technology to maximize Customer Lifetime Value and profitability. This global expertise is consistently recognized by prestigious industry awards and regularly featured in leading analyst reports. For more information, visit loyalty.comarch.com. 

About Azerbaijan Airlines 

Azerbaijan Airlines holds the prestigious 4-Star Skytrax rating and has repeatedly been named Best Regional Airline in Central Asia and the CIS at the Skytrax World Airline Awards. As an IATA member, the airline continues to expand its network, drive digital innovation, and enhance passenger comfort. With a modern fleet that meets ICAO standards and an expanding route network, Azerbaijan Airlines provides top-level service while strengthening Azerbaijan’s position in the global aviation market. Sustainable development is a cornerstone of Azerbaijan Airlines’ strategy. The airline is a signatory of the UN Global Compact, publishes its ESG commitments, and participates in IATA’s CO₂ Connect and IEnvA programs, reinforcing its position as a reliable and responsible partner in the international aviation industry.