Business travellers gain new Avios earning opportunities through TodayTix theatre partnership
Global reward currency Avios, powered by IAG Loyalty, has launched a new loyalty partnership with theatre and live entertainment ticketing platform TodayTix, enabling Members of The British Airways Club to collect Avios when booking theatre tickets and shows, including leading West End productions and new openings.
For UK-based business travellers, this development is particularly relevant as it extends the ways in which everyday spending outside flights and hotels can support future business travel, allowing frequent travellers to accumulate Avios through cultural and leisure activities that often take place alongside or between work trips. In an environment where business travel budgets and traveller value are under constant scrutiny, additional opportunities to earn rewards can contribute directly to more cost-effective and rewarding travel programmes.
As the first Avios partnership announced this year, the collaboration allows Members of The British Airways Club to collect Avios when booking theatre and live entertainment tickets via the TodayTix app or website, covering a wide range of productions from established West End favourites such as Wicked, The Lion King and Phantom of the Opera, to newer shows including Paddington the Musical. Customers who link their TodayTix Rewards account with their British Airways Club account will earn 1 Avios for every £1 spent, with an introductory bonus of 500 Avios available on new bookings made by 9 February.
Rob McDonald, Chief Commercial Officer of IAG Loyalty, said:
“Here at IAG Loyalty, it’s showtime for our newest partnership with TodayTix, marking yet another way customers can collect Avios on their everyday spending. With members always planning their next getaway, we expect this new deal to prove incredibly popular with those making the most of the UK’s vibrant entertainment scene.”
Brian Fenty, Co-Founder and CEO of TodayTix Group, said:
“We are thrilled to partner with Avios to bring even more value to theatregoers. Whether it’s a West End musical or a world class play, our mission is to make cultural discovery seamless. This collaboration allows us to thank our customers by turning their passion for live entertainment into meaningful travel rewards, making every ticket purchased a passport to a new experience.”
The partnership also reflects an emerging trend that blends leisure, culture and travel, with Avios earned from theatre visits helping to support flights to destinations associated with iconic shows, from Greece to Paris. This concept of combining live entertainment with travel planning aligns closely with evolving patterns in business travel, where travellers increasingly look to enhance work trips with cultural experiences or extend journeys for personal enrichment.
Paul Baker, Sales Director of Global Travel Management, said:
“For UK business travellers, this type of partnership highlights how loyalty programmes are becoming more flexible and relevant to real life. Being able to earn Avios through activities such as theatre visits means travellers can extract greater value from their overall spending, helping to make future business travel more efficient and rewarding.”
Members who are not yet enrolled in either The British Airways Club or TodayTix Rewards can join both programmes free of charge, further broadening access to Avios collection opportunities that extend well beyond traditional travel categories. As loyalty ecosystems continue to expand, developments like this underline the growing connection between business travel, lifestyle spending and traveller satisfaction.
For further information on how this development may benefit your business travel programme, please contact your Global Travel Management Account Manager.
