ITA Airways Expands Volare Loyalty Program with Launch of AVVENTURA for Kids

ITA Airways, known for its Volare loyalty program, is introducing AVVENTURA, a new initiative tailored for families traveling with children. Children aged 2 to 15 are now eligible to join Volare and automatically become members of the AVVENTURA program. This move marks a departure from the previous age limit of 16 for joining the loyalty program.

With AVVENTURA, Volare aims to cater to young travelers, offering them a pathway to earn points and progress through different membership tiers—starting from the SMART Club and advancing to PLUS, PREMIUM, and EXECUTIVE clubs as they accumulate points. This expansion underscores Volare's commitment to providing personalized solutions for its members, which have grown to over 1.8 million in just two years.

One notable feature of the AVVENTURA program is the introduction of the "Create a Family" function, allowing program members with children to transfer and pool non-qualifying Volare points within a family group. This feature enables families to collectively accumulate up to 100,000 points annually, facilitating easier point redemption for travel and other benefits.

Emiliana Limosani, Chief Commercial Officer of ITA Airways & CEO of Volare, expressed enthusiasm for the new program, emphasizing its alignment with the airline's commitment to customer-centric offerings. Limosani highlighted AVVENTURA as the third addition to Volare's suite of programs, following initiatives targeted at businesses and SMEs (small and medium-sized enterprises).

Similar to adult members, young travelers enrolled in AVVENTURA can earn Volare points by purchasing flights operated by ITA Airways and availing of services from program partners. These points can be redeemed for flights or services offered by Volare partners, providing young members with opportunities to make the most of their travel experiences.

In terms of visual identity, AVVENTURA adopts a design concept developed by Future Brand, featuring a simplistic and gentle style incorporating elements inspired by nature—such as the sky, earth, and sea. These elements are reflected in the design of AVVENTURA membership cards, specially crafted for young members. Depending on their club tier, children will receive digital or physical membership cards, along with a Welcome Kit for EXECUTIVE Club members.

Looking ahead, Volare plans to enhance its offerings for young members by collaborating with select partners to provide exclusive services and benefits. Additionally, the airline aims to develop tailored products to better meet the needs of young travelers enrolled in the AVVENTURA program.