Emirates, Qantas look to broaden Frequent Flyer partnership

Emirates Skywards loyalty program would look to "deepen and broaden" its partnership with

"We are not looking at that simply because we are very integrated between the two frequent flyer programs as we are," he told Fairfax Media on Monday as Emirates unveiled a new partnership with Starwood Hotels & Resorts.

The Starwood deal, called Your World Rewards, will allow 11 million Skywards members globally, including 1.3 million in Australia, to receive bonus points for staying at hotel brands including the St Regis, Westin, W Hotels and Sheraton. It will also allow gold and platinum Skywards members to receive elite check-in, late-check out and complimentary in-room internet at Starwood resorts.

Mr LaBelle said the partnership was lucrative for Skywards members, as a return flight from Sydney to Dubai with a stay in a Starwood hotel would earn them enough Skywards miles to redeem for a Qantas flight between Sydney and Adelaide and a night in a Starwood hotel.

He said redemptions on Qantas domestic flights were "very popular" with Australia-based Skywards members. Mr LaBelle added Emirates would continue to consider if Qantas frequent flyer members could use their points for upgrades on Emirates flights.

Qantas frequent flyers from Perth, Adelaide and Brisbane travelling to Europe are now unable to upgrade using points because those flights are on Emirates aircraft.

A new deal between Virgin's Velocity loyalty program and Singapore Airlines's KrisFlyer program will allow for reciprocal points transfers from this month, although the exchange rate between the two programs has yet to be announced.

Mr LaBelle said Emirates and Qantas were looking at various ways to improve and strengthen and broaden and deepen the partnership" given it was at the early stages.