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Brazilian airline Latam buys Multiplus and launches a bigger loyalty program

Latam Pass, which was already born with 23 million users in Brazil

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  • Latam Pass will focus on airline tickets;
  • The benefits of points accumulated in the former Fidelidade and Multiplus programs are now administered in a single register.

The Brazilian airline company Latam announced the repurchase of 100% of Multiplus’ shares for $ 300 million, and the merger of the company with its existing loyalty program, Latam Fidelidade. With this, the airline launches its Latam Pass, a unified loyalty program, which begins with 23 million users in Brazil.

According to Gazeta do Povo newspaper, the benefits of points accumulated in the former Fidelidade and Multiplus programs are now administered in a single register.

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The scoring rules do not change and the loyalty upgrade date remains in March, based on the accumulation of points measured from January to December of the previous year. Category names also remain unchanged. The accounts and call center have been unified.

Also according to the publication, Latam Pass will focus on airline tickets – 85% of points redeemed in both programs correspond to flight tickets.