Finnair Plus and Radisson Rewards have launched a new loyalty partnership that allows members to move points between the two programmes and gives eligible Finnair customers a route to higher status within Radisson Rewards.
The agreement brings together Finnair’s extensive air network in the Nordic and Baltic markets with Radisson Hotel Group’s portfolio of around 1,600 hotels in more than 100 countries. For frequent travellers, the partnership is designed to make loyalty benefits more useful across different parts of a trip, rather than keeping airline and hotel rewards separate.
Under the new arrangement, Radisson Rewards members can convert their points into Avios, the loyalty currency used by Finnair Plus, while Finnair Plus members can convert Avios into Radisson Rewards points. The two programmes are therefore giving members a way to move their accumulated rewards between flights and hotel stays.
The partnership also introduces a status-matching option for eligible Finnair Plus members. Silver and Gold members can request a match to Radisson Rewards Premium status, while Finnair Plus Platinum and Platinum Lumo members can receive Radisson Rewards VIP status. The corresponding hotel benefits become available immediately once the status match takes effect.
There is also an invitation-only element aimed at selected Radisson Rewards Premium and VIP members. Those members may be invited to receive Finnair Plus Silver, Gold or Platinum status, extending the benefits in the opposite direction.
The arrangement reflects a broader effort by both companies to make their loyalty programmes more relevant to travellers who regularly combine flights, accommodation and other travel services. Instead of earning rewards in isolated systems, members can now use the two programmes together as part of the same journey.
For Finnair Plus members, the partnership adds another way to use Avios beyond flights. Finnair adopted Avios as its loyalty currency, giving members access to earning and redemption opportunities through the oneworld alliance and a range of partner businesses. Adding Radisson Hotels to that network gives members another option for earning and using loyalty rewards when they are travelling.
For Radisson Rewards, the agreement strengthens its links with a major airline loyalty programme in its core Nordic and Baltic markets. The hotel group has positioned the partnership as part of its wider effort to expand the value of its loyalty ecosystem and give frequent travellers more flexibility.
Elina Zois, Vice President of Loyalty, CRM and Customer Care at Radisson Hotel Group, said the partnership was intended to create stronger links between travel loyalty programmes and give members greater value from both hotel stays and flights.
Finnair also sees the agreement as part of a broader approach to loyalty that extends beyond the time passengers spend on board its aircraft. Gerben Sikkema, Vice President of Loyalty at Finnair, said the airline wants its members to receive value throughout their wider travel experience, including when staying at partner hotels.
For travellers who frequently fly with Finnair and stay at Radisson properties, the practical appeal of the partnership is straightforward: points earned from one part of a journey can now contribute to rewards in another. The status matching arrangements also give frequent Finnair flyers immediate access to selected hotel benefits, potentially making the relationship between the two loyalty programmes more valuable for their most active members.
The new partnership places airline and hotel rewards closer together at a time when frequent travellers increasingly expect loyalty programmes to offer flexibility across the full journey. For Finnair Plus and Radisson Rewards members, the immediate benefit is a wider choice of ways to earn, transfer and redeem rewards while travelling.
