Multiplan expands loyalty program to include airport VIP lounge access

Multiplan has expanded its loyalty program, Multi, by partnering with LoungeKey to offer airport VIP lounge access to its customers. This move marks the first time a shopping center administrator in Brazil has integrated such benefits into a proprietary program without direct association with credit cards.

Under the new arrangement, Platinum customers receive two free lounge accesses every six months, with the option to use points for additional entries. Gold customers can also redeem accumulated points for access. The service is managed through the Multi app, which provides users with a QR code for entry. This expansion aims to transform the Multi app into a broader relationship platform that engages consumers outside of shopping malls, building on existing features like discounts for tourist attractions and parks.