ROMA – The MilleMiglia, historic Alitalia loyalty program, switch to Trenitalia. Big shot, therefore, in the era of the data economy.
Thanks to MilleMiglia, Trenitalia will have a database with over 6.2 million names available to which to direct communications, news and offers. They are members of the loyalty program of the former state carrier, which is still active although in different ways.
Trenitalia’s promotional strategies (FS Group) will certainly benefit from the acquisition. Trenitalia’s historic and extensive databases will also be strengthened.
Finally, they will be carried out synergies between MilleMiglia and Trenitalia’s Carta Freccia.
AN OLD MILLEMIGLIA ADVERTISEMENT
The transfer
Alitalia’s MilleMiglia was within a company which was called Alitalia Loyalty (since 2012).
We also remember that Alitalia, the parent company, is now in extraordinary administration. And several times, with three notices, the commissioners of Alitalia – that is, the managers who govern what remains of the company – tried to sell Alitalia Loyalty.
But only now are they there successful.
FIUMICINO (2009)
The new name
The latest tender for the sale dates back to April 2023. On that occasion, the selling commissioners presented the company to be sold (Alitalia Loyalty) with a different name: Italia Loyalty Spa.
The name of the MilleMiglia has also been changed to Millemiglia-MyMiglia. Warning: we must not think of Millemiglia-MyMiglia as something from the past, as a fixed entity, a relic from the Jurassic.
Just go to the Millemiglia-MyMiglia website to understand that we are talking about a reality that is still alive and operational. If it has retained its value, despite Alitalia becoming extinct, it is precisely because the points (and miles) collection system continues to work.
Millemiglia-MyMiglia allows to accumulate points, for example, when members fly with Air France and KLM; or when they book a flight and hotel package through Booking.com; and again when they rent a car with Avis, Budget, Maggiore. There are over 40 partners.
ITA AND ALITALIA PLANES AT FIUMICINO (2024)
The price
It is not known how much Trenitalia will pay Millemiglia-MyMiglia. In 2021, on the occasion of the second call, the Alitalia commissioners set a starting price of over 50.5 million euros.
The latest tender, however, did not provide a starting price or a minimum amount for bidders. A sign that the value of Millemiglia-MyMiglia has declined over time.
On a logical level, it would have been more natural for the MilleMiglia to pass from the hands of Alitalia (now bankrupt) to Ita Airwaysnew publicly controlled carrier.
The no to Ita Airways
But the European Commission has authorized the Italian state to invest 1,350 million in the launch of Ita Airways as long as it breaks any continuity with Alitalia.
Ita, in short, had to be an entity with no ties to the past. Therefore he was unable to inherit the MilleMiglia which now finds a new home in Trenitalia.
The railway company has committed to leaving its workforce unchanged. About 30 places are certainly safer today than yesterday.