Finnair Plus and Radisson Rewards have unveiled a strategic partnership that lets members convert loyalty points between the two programs, a move designed to deepen engagement for frequent travelers across the Nordic region and beyond. The agreement links Finnair's Avios-based currency with Radisson Rewards Points, enabling members to move value in either direction and unlock hotel or flight benefits from a single loyalty balance.
Under the terms of the collaboration, Finnair Plus members can convert Radisson Rewards Points into Avios, and vice versa, at published rates. In addition, Finnair Plus members can request a status match to Radisson Rewards, gaining hotel perks that correspond to their airline tier. Conversely, Radisson Rewards Premium and VIP members will be invited to match into Finnair Plus Silver, Gold, or Platinum status, subject to eligibility criteria.
Bridging air and hotel loyalty
The partnership reflects a broader industry trend toward integrated loyalty ecosystems, where airlines and hotel groups seek to offer seamless value across travel touchpoints. For Finnair, which adopted Avios as its loyalty currency in 2024, the deal expands earning and redemption opportunities across the oneworld alliance network. For Radisson Hotel Group, it strengthens the appeal of Radisson Rewards among a key demographic of Nordic and Baltic business travelers.
Elina Zois, Vice President of Loyalty, CRM & Customer Care at Radisson Hotel Group, said: “Building stronger connections between travel partners and loyalty ecosystems is central to how we are growing Radisson Rewards.” Her counterpart at Finnair, Gerben Sikkema, Vice President of Loyalty, echoed that sentiment, expressing enthusiasm for the value the partnership brings to members throughout their journey.
The tie-up arrives as Radisson continues to expand its footprint in Europe, including recent debuts such as the Soro Hotel in Denmark under Radisson Individuals and the 401-room Radisson Blu in Manchester. These additions give Finnair Plus members more redemption options across the group's portfolio of more than 1,600 hotels worldwide.
For travel professionals, the partnership underscores the growing importance of cross-program reciprocity in retaining high-value customers. Airlines and hotel groups are increasingly looking to co-market benefits that reduce friction for travelers who split their loyalty across multiple brands. Finnair's adoption of Avios, shared with other oneworld carriers, also simplifies the earning process for members who fly on partner airlines.
The status match element is particularly notable, as it allows elite travelers to enjoy reciprocal recognition without having to requalify from scratch. This can be a powerful incentive for corporate travel managers and frequent flyers who value time savings and consistent perks across air and hotel stays.
While the conversion rates and status match terms were not disclosed in the announcement, the partnership is expected to be fully operational in the coming months. Both programs have indicated that members will be able to manage conversions and status requests through their respective online accounts.
As loyalty programs become more interconnected, partnerships like this one are likely to become a competitive differentiator. For Finnair, it strengthens its position in the Nordic market, where it competes with carriers such as SAS and Norwegian. For Radisson, it provides a direct channel to a loyal airline customer base, potentially driving direct bookings and repeat stays.
The announcement follows other recent loyalty developments in the travel industry, including Carnival Cruise Line's revamped rewards scheme, but the Finnair-Radisson tie-up is distinct in its cross-sector approach. It also builds on Radisson's strategy of forming alliances with travel partners, as seen in its previous collaborations with airlines and rail operators.
Travel advisors and corporate booking platforms should note that the partnership may create new opportunities for clients who are members of both programs. By consolidating points and status, travelers can maximize the value of their loyalty investments, particularly on routes where Finnair and Radisson have overlapping presence, such as Helsinki, Stockholm, and Oslo.
For more on how airlines are expanding their loyalty networks, see our coverage of airBaltic and Finnair's UK route expansion, which highlights the growing connectivity in the region. Additionally, the partnership aligns with Radisson's recent moves to diversify its portfolio, including the new Danish property and the Manchester opening.
As the travel industry continues to evolve, loyalty partnerships that bridge air and hotel segments are becoming a key tool for retaining customers and driving incremental revenue. The Finnair-Radisson collaboration is a clear example of how two major players are leveraging their respective strengths to offer a more cohesive travel experience.
