Lagardère Travel Retail expands iCoupon partnership and updates loyalty program

Lagardère Travel Retail has expanded its partnership with iCoupon through a new Group Agreement designed to standardize the management and redemption of digital airline vouchers across its international network. The agreement aims to facilitate smoother transactions between airlines and retailers, reducing manual processes such as voucher validation and transaction reconciliation. The companies also plan to explore new passenger-facing services to drive ancillary airport revenue.

In Poland, Lagardère Travel Retail is also updating its Kameleon loyalty program. The multi-brand application, which serves approximately 1.2 million users, is transitioning from a cashback system to a points-based model. Customers can now accumulate points for purchases and specific app activities to redeem for rewards, such as product catalogs or vouchers. The updated program introduces three engagement tiers to provide personalized benefits and incentives based on customer activity.