Avolta and King Power will launch a joint loyalty program on November 1, marking a new collaboration between two of the world’s largest travel retail operators. The partnership, unveiled at the Tax Free World Association gathering, combines Club Avolta and King Power’s Power Pass programs to offer travelers reciprocal recognition and expanded benefits across both networks.
The Club Avolta X Power Pass alliance provides members of each program with premium rewards at airports, duty-free stores, hotels, attractions, and other participating outlets. The initiative aims to create a seamless, borderless loyalty experience for millions of travelers, extending privileges across global and regional markets while strengthening customer engagement.
Under the agreement, Power Pass members who join Club Avolta will receive access to premium benefits within Avolta’s international retail and food-and-beverage network. Club Avolta members who enroll in Power Pass will unlock exclusive duty-free privileges in Thailand and offers across King Power’s ecosystem, including selected hotels, tourist attractions, and curated experiences.
The partnership is designed to extend loyalty beyond traditional industry boundaries. Benefits will span airports, downtown duty-free complexes, motorway outlets, and cruise terminals, providing members with recognition across multiple travel environments. Both companies describe the collaboration as a market-first initiative that responds to evolving traveler expectations for convenience and cross-border value.
“As announced today at the annual global Tax Free World Association gathering, our loyalty program partnership with King Power is a bold step forward in our mission to push past traditional boundaries. We’re showing that even two industry leaders can join forces to improve the traveler’s journey together,” said Xavier Rossinyol, Chief Executive Officer at Avolta. “This partnership is a clear demonstration of our loyalty strategy – expanding choice, challenging convention, and placing travelers firmly at the heart of everything we do.”
King Power emphasized that the collaboration sets a new standard in travel retail. “This landmark partnership with Avolta represents a defining moment for travel retail, uniting two industry leaders in our shared mission to put travelers first. Together, we are creating a truly borderless loyalty experience that mirrors how people travel today—seamlessly across airports, downtown stores, and beyond,” said Aiyawatt Srivaddhanaprabha, Executive Chairman of King Power Group. “The ‘power of possibilities’ becomes reality as we offer millions of loyalty members unprecedented access to exclusive benefits across our combined global footprint.”
The launch of Club Avolta X Power Pass underscores a shift toward partnerships that transcend competition to prioritize traveler experience. Avolta describes Club Avolta as the world’s first global loyalty program covering duty-free, duty-paid, and food-and-beverage outlets, providing members with rewards and recognition across its international portfolio. By linking with King Power, Thailand’s largest travel retail operator, Avolta is signaling its openness to similar collaborations with other industry partners.
The program also reflects broader changes in customer loyalty strategies across travel and retail sectors, as companies look to expand engagement through digital-first platforms and global partnerships. The new scheme will give members of both companies access to offers and experiences that go beyond traditional discounts, aligning with trends toward experiential travel and personalized service.
The joint loyalty program launches ahead of the busy holiday season, a period when international travel demand typically peaks. Both Avolta and King Power expect the partnership to strengthen their competitive positions, attract new members, and reinforce loyalty among existing customers. The initiative is positioned as both a traveler-focused improvement and a strategic move to enhance value creation for stakeholders.
With this collaboration, Avolta and King Power are introducing a new model for customer-centric loyalty in global travel retail, one that leverages shared networks to create broader benefits and set an industry benchmark. The companies say the partnership demonstrates how travel retail operators can adapt to changing passenger needs by providing integrated, cross-border loyalty solutions.
