Italia Loyalty Spa, the Alitalia company in extraordinary administration that owns MilleMiglia (or MyMiglia, as the new name is), ends up in the hands of Trenitalia, of the Ferrovie dello Stato group. With it also the names and contacts of approximately 6.2 million people who in recent years have signed up to the historic loyalty program of the former national airline. This concludes a long work by the commissioners to find a new owner of what was once one of Alitalia’s few profitable items. The last public invitation to submit a bid dates back to the spring of a year ago.
The ban for Ita
The MilleMiglia program had changed the name of the company when the extraordinary administration had sold – for 90 million euros – the brands and licenses of Alitalia to Italia Trasporto Aereo Spa, the company entirely owned by the Ministry of Economy which then created the tricolor airline Ita Airways. Among the many restrictions placed by the European Commission at the time of ITA’s take-off there was also that of a “ban” on purchasing the Alitalia loyalty program. In fact Ita had to create «Volare».
At this first one
In November 2021 the commissioners of Alitalia in extraordinary administration had put MilleMiglia up for sale at 50.56 million euros. But no one showed up for the tender, judging that figure to be high and at a time when the pandemic was still having its effects felt in air transport. In 2022, after several years of profits, the loyalty program reported a loss.
The commercial archive
It is not clear at the moment how much the precise outlay to take over Italia Loyalty Spa amounts to. What is certain is that Trenitalia will be able to add to its commercial database the names and contacts of 6.2 million people who were recently using the miles previously accumulated with Alitalia to purchase flights, book hotels and shop online.
2024-03-30 02:53:16
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