📖 Almanach

Volare

Volare was the loyalty program of ITA Airways - the Italian airline established in 2021 as the successor to Alitalia.

ITA Airways (Italia Trasporto Aereo S.p.A.) + co-promotor: Volare Loyalty S.p.A. podróże i lotnictwo poziomowy IT (Włochy; zasięg geograficzny programu ograniczony do terytorium włoskiego wg Dekretu Prezydenckiego nr 430/2001)

PROGRAM CARD - Volare

  • Program name: Volare
  • Distinction: a new FFP closed after the merger
  • Brand / operator: ITA Airways (Italia Trasporto Aereo S.p.A.) + co-promotor: Volare Loyalty S.p.A.
  • Family / owner: Lufthansa Group (41% stake, option to increase to 90% exercised in May 2026)
  • Industry: travel and aviation
  • Industry benchmark: no
  • Market: IT (Italy; the program's geographic reach limited to Italian territory under Presidential Decree No. 430/2001)
  • Related programs: Miles & More (Lufthansa Group) - successor from 01.04.2026; previously the option to earn points with Lufthansa Group partners (from 03.02.2025)
  • Status: closed
  • Legal / temporal status: closed on 30.03.2026 → successor Miles & More from 01.04.2026; the program operated under Italian Presidential Decree No. 430 of 26.10.2001 concerning loyalty programs; the ability to redeem points extended until 30.06.2026 (Volare Gift Card); point balances were not automatically transferred to Miles & More (likely due to Italian legal requirements)
  • Launch year: 2021 (launched 15.10.2021); extended multiple times - final closure on 30.03.2026
  • Main type: tiered
  • Additional type: points-based
  • Cost of joining: free
  • Channels: online (www.ita-airways.com) / mobile app (iOS, Android)
  • Reach: no public data

Comparative parameters (estimated ratings)

  • Implementation difficulty (1-5): 4 - a multi-tier program with a revenue-based model, its own co-promotor company (Volare Loyalty S.p.A.), an American Express co-branded card, integrations with airline and commercial partners, and the regulatory requirements of Decree 430/2001
  • Main KPI (impact strength): basket value (high) - the point-earning model based on spending in euros (€1 = 10 pts), with accelerators dependent on cabin class and route, directly rewards higher spending

Descriptive sections

0. Summary

Volare was the loyalty program of ITA Airways - the Italian airline established in 2021 as the successor to Alitalia. The program operated on a revenue-based model with four status tiers (Smart, Plus, Premium, Executive) and ceased operations on 30 March 2026 in connection with ITA Airways joining the Lufthansa Group and entering Star Alliance. As of 1 April 2026, the official loyalty program of ITA Airways is Miles & More.

1. Goals and context

ITA Airways built Volare from scratch as an independent loyalty program for the new brand, tasked with retaining former Alitalia passengers and building a base of loyal travelers in the Italian market. In parallel with its rapprochement with the Lufthansa Group, the program gradually integrated with the Miles & More ecosystem, which ultimately led to its replacement.

2. Target group

ITA Airways passengers - both business travelers (frequent flights on European and intercontinental routes, where Plus/Premium/Executive status offers lounge privileges and priority services) and individual travelers and families (family accounts of up to 8 people, transfer of points between family members). Minimum age to join: 16 years (adults) or 2-15 years within a Family account registered by a parent/guardian.

3. Architecture and type

  1. Registration - free, via the ita-airways.com website or the mobile app; the member receives an 8-digit Volare Code.
  2. Point accrual - for every euro spent on ITA Airways flights: 10 pts base; accelerators dependent on route (0% domestic, +10% European, +20% intercontinental), cabin (+20% Premium Economy, +50% Business), and fare (+20% Classic/Base/Saver, +30% Flex/Business); accelerators are cumulative (max. +100%). A higher club increases accrual: Plus +1 pt/€, Premium +2 pts/€, Executive +3 pts/€.
  3. Club promotion - based on Qualifying Points (QP) collected within the calendar year: Plus: 30,000 QP, Premium: 60,000 QP, Executive: 90,000 QP; QP reset on 31 December each year.
  4. Point redemption - Cash&Points (combining points and cash), Award Ticket (points only, ITA and partner flights), commercial partner services; from 01.04.2026 to 30.06.2026: Volare Gift Card (min. 50,000 pts = €100).

4. Earn & burn mechanics

  • Accrual: €1 = 10 pts base (Non-Qualifying Points and Qualifying Points combined); cumulative accelerators up to +100% for cabin class, fare, and route; higher clubs: Plus 11 pts/€, Premium 12 pts/€, Executive 13 pts/€
  • Threshold and redemption: Cash&Points: min. 1/20 of the ticket value in points; Award Ticket: value tables by route and class (published in Annex A to the terms); Volare Gift Card (closure period): min. 50,000 pts = €100
  • Reward types: flight tickets (Cash&Points and Award Ticket on ITA and partner flights), additional services (lounge, class upgrade, extra baggage), commercial partner products and services, Volare Gift Card (only during the wind-down window)
  • Point expiration: Qualifying Points - expire on 31 December each year (except the closure year); Non-Qualifying Points - valid until the end of the program (30.06.2026); balances were not transferred to Miles & More

5. Emotional value

Volare appeals to Italian pride in having its own flag carrier. The program's name (Italian for "to fly") and visual identity referenced Italian travel culture. For business passengers, Premium and Executive status meant real access to lounges and privileges, and the family program built multi-generational loyalty.

6. Gamification

  • Four status tiers (Smart, Plus, Premium, Executive) with clearly increasing privileges - a visible promotion ladder
  • Revenue-based model: the more you spend, the faster you advance and the more points you collect (a double effect)
  • Cumulative accelerators (route × cabin × fare) motivate the choice of higher classes and flexible fares
  • Family accounts: transfer of points between family members (up to 100,000 pts/year) engages the entire household
  • AmEx co-branded card with a points-back bonus as an additional retention layer

7. Differentiation

Compared with other European FFPs, Volare stood out with its clean revenue-based model (€1 = 10 pts) from the very start - without inherited mileage-based systems, which simplified communication. The co-promotor (Volare Loyalty S.p.A.) as a separate company was also unique, formally reflecting the requirements of Italian law on loyalty programs (Decree 430/2001). Family accounts with point transfers between adults and minors are a rarity among FFP programs.

8. Data and personalization

  • Data collected: first name, last name, date of birth, phone, address, gender, flight and purchase history, class and fare preferences
  • Processing: ITA Airways and Volare Loyalty S.p.A. as Joint Data Controllers (GDPR + Italian data protection law)
  • Personalization: notifications about point promotions, partner offers tailored to flight history, program newsletter
  • Consents: acceptance of the terms required at registration; option to grant marketing consents; for minors, parent/guardian consent required

9. Technology

  • Digital channels: the www.ita-airways.com platform + a dedicated portal loyaltyprogram.ita-airways.com + the ITA Airways mobile app (iOS/Android)
  • Loyalty platform: operated by Volare Loyalty S.p.A. (Piazza San Babila 4A, Milan) as a separate co-promotor company
  • Co-branded card: ITA Airways American Express (from 11.07.2023) - additional point accrual and a Points Back mechanism
  • Partner integrations: Lufthansa Group airlines (from 03.02.2025), Trenitalia (Frecce trains), ParkinGO, ALL - Accor Live Limitless

10. Communication and lifecycle

  • Communication channels: e-mail (notifications about points, status, promotions), mobile app (push), website, customer service (phone - separate numbers for Smart and for Plus/Premium/Executive)
  • Onboarding: instant online registration, assignment of a Volare Code, invitation to the first flight with points
  • Retention: regular point promotions (e.g. 10-25% discounts on Award Tickets), special accrual initiatives, the Family program
  • Wind-down: a planned offboarding window (Gift Card, extended redemption with partners), free status match to Miles & More for Volare members

11. Conclusion / inspiration for the almanac

Volare is a rare example of a loyalty program designed and closed within 4.5 years - it shows that a well-executed revenue-based FFP can manage a smooth wind-down: a planned wind-down window, protection of acquired rights (points valid until the last day), a free status match with the successor. The lesson: a transparent exit plan is part of a program's UX.

  • Sources: the official Volare program terms (Amendment no. 12, loyaltyprogram.ita-airways.com); the program page ita-airways.com/it/en/support/volare-program; LoyaltyLobby.com (31.03.2026 - program closure); UpgradedPoints.com (20.03.2026 - closure timeline); ITA Airways press communications
  • Terms (link): https://www.ita-airways.com/en_us/volare/theprogram/regulations.html
  • Entry compiled on: 2026-06-22
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