Japan Airlines (JAL) will actively invest in its mileage and life-related business to expand revenue from the issuance of miles.
By expanding its global network of partners and making proactive business investments, JAL aims by fiscal year 2030 to increase total JAL Card transaction volume by 1.5 times and to double the number of miles issued through mileage partnerships and point exchanges.
JAL will make it easier to earn miles and increase the number of miles issued, while also adding extraordinary rewards such as sports and entertainment experiences. By enhancing attractive rewards that stand alongside award flight tickets, the airline will broaden its customer base, including light users, and further develop its mileage program into one that does not rely solely on air travel.
In fiscal 2019, the breakdown of mile issuance was 50% from JAL Card, 9% from mileage partnerships and point exchanges, and 41% from air travel. In fiscal 2025, JAL expects JAL Card to account for 53%, mileage partnerships and point exchanges for 18%, and air travel for 29%, meaning that the share from non-air travel sources is increasing. By expanding its customer base and increasing opportunities to earn miles in everyday life, such as in finance and lifestyle fields in Japan, JAL plans to grow mileage issuance revenue from non-aviation areas from 70 billion yen in fiscal 2019 and 110 billion yen in fiscal 2025 to 190 billion yen in fiscal 2030.
In 2023, JAL introduced “Award Ticket PLUS,” which makes the number of miles required for award tickets variable. A total of 79% of redeemed miles are used for aviation-related redemptions, a 5-point increase compared to fiscal 2019.
JAL targets EBIT (earnings before interest and taxes) of 70 billion yen in fiscal 2030 and 100 billion yen in fiscal 2035 in the mileage/finance and commerce domains. The company will make more than 80 billion yen in strategic investments over the five years starting in fiscal 2026.
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