Kenya Airways has partnered with premium retail destination Art of Luxury in a partnership involving five million Asante Rewards points and joint marketing initiatives aimed at connecting air travel, luxury shopping, and exclusive customer experiences.
Announced on October 22, 2026, the partnership seeks to strengthen customer engagement by bringing together Kenya Airways’ travel services and loyalty programmes with Art of Luxury, a retail destination that brings together international luxury brands.
The agreement includes a bulk purchase of five million Asante Rewards points and joint marketing across selected Kenya Airways channels. The two companies will also explore exclusive luxury experiences for the airline’s premium customers as Kenya Airways seeks to grow its loyalty programmes and position itself as a premium lifestyle and travel brand beyond aviation.
Under the partnership, Kenya Airways will promote Art of Luxury through airport advertising, its in-flight magazine, digital content, email communications and video. These channels are expected to increase the retail destination’s visibility among the airline’s audience while creating opportunities to connect luxury shopping with travel and customer rewards.
The collaboration is also expected to expand customer engagement opportunities, strengthen brand visibility and support the growth of Asante Rewards. The two organisations will explore further joint campaigns and premium customer experiences as the partnership develops.
Habil Waswani, Acting Group Managing Director and Chief Executive Officer of Kenya Airways, said the agreement reflects the relationship between customers’ travel choices and their preferences for shopping and lifestyle experiences.
“Our customers travel for business and for leisure, and many of them shop and spend with the same care they bring to choosing an airline,” Waswani said.
He added that the partnership would bring together marketing, customer rewards and premium experiences, reinforcing the airline’s ambition to establish itself as a premium lifestyle and travel brand beyond aviation.
For Art of Luxury, the collaboration offers an opportunity to introduce its offering to a wider audience through Kenya Airways’ marketing channels while exploring new ways to engage customers interested in quality products and exclusive experiences.
Mahesh Shahani, Chief Executive Officer of Art of Luxury, said the partnership would create opportunities to connect luxury shopping with travel rewards and curated customer experiences.
“We are proud of this partnership with Kenya Airways, which creates opportunities to connect luxury shopping with travel rewards and curated customer experiences,” Shahani said.
He added that the two partners looked forward to introducing Art of Luxury to a wider audience and exploring new ways to engage customers who value quality, craftsmanship and exclusivity.
The partnership marks the beginning of a collaboration focused on bringing together travel, luxury retail and customer loyalty.
Through joint marketing initiatives and the exploration of exclusive experiences, the two companies intend to develop further opportunities to engage customers at the intersection of premium travel and luxury shopping.
