The new company, titled The Mileage Company, will run British Airways' own reward scheme BA Miles as well as the Airmiles scheme. However Airmiles has admitted it has yet to sign up any other clients.
The Mileage Company will be headed up by Airmiles managing director Andrew Swaffield. He said the growing importance of reward schemes in the current economic climate was behind the decision to launch the company.
British Airways director of strategy and business units Robert Boyle, who is chairing the company said: "The Mileage Company gives an airline like BA the opportunity to maximise financial return from our frequent flyer programme whilst ensuring world leading customer benefits and rewards.
"Mileage sales are a growth opportunity for carriers particularly when there are more empty seats to fill."
_1.jpg)
.jpg)
