Plaza Premium Group's digital loyalty platform Smart Traveller has entered a partnership with HeyMax, a Singapore-based travel rewards provider, to enable cross-platform points conversion. The deal allows members in Singapore and Hong Kong to convert Max Miles into ST Points at a 1:1 ratio, starting from a minimum of 1,000 Max Miles.
The integration gives HeyMax users a new way to access Plaza Premium Group's global network of airport lounges, dining, and travel services. For Smart Traveller members, the partnership expands the pool of points they can earn and redeem, increasing the utility of both programmes.
Executives highlight loyalty connectivity
Simon Huang, Managing Director of Smart Traveller, said the collaboration strengthens loyalty connectivity and creates more engagement opportunities. "This collaboration with HeyMax is aligned with our approach to building a stronger rewards network across Hong Kong, Singapore, and beyond," he stated.
David B. Wang, Head of Loyalty Partnerships at HeyMax, emphasised the benefits for travellers. "This partnership elevates the end-to-end journey—so every traveller across Hong Kong, Singapore, and beyond can travel sooner, better, and smarter," Wang added. He noted that integrating Smart Traveller's lounge and airport benefits into HeyMax's ecosystem enhances the overall travel experience.
The two companies plan further collaborations to develop scalable, flexible rewards ecosystems that meet evolving traveller expectations. The move reflects a broader industry trend toward experience-led loyalty models that appeal to younger demographics.
Plaza Premium Group operates lounges and airport services in over 30 countries. Smart Traveller is its digital rewards platform, offering members points for lounge visits, dining, and retail purchases. HeyMax, meanwhile, focuses on helping users earn miles through everyday spending and travel bookings.
The partnership is particularly relevant for travel professionals in Asia, where loyalty programmes are increasingly competing on flexibility and cross-brand value. Similar moves have been seen in other sectors, such as land-sea loyalty integrations between cruise lines and hotel groups.
For airline executives and travel-tech vendors, the deal underscores the growing importance of non-airline loyalty ecosystems. As carriers like Emirates expand their rewards to include rail and other transport modes, partnerships like Smart Traveller–HeyMax show how ground services can complement air travel loyalty.
Hoteliers and tour operators may also take note: the ability to convert points across platforms can drive customer retention and increase spend within a partner network. The 1:1 conversion rate and low minimum threshold make the programme accessible to a broad range of travellers, from frequent flyers to occasional leisure visitors.
Both companies are headquartered in Asia, with strong presence in Singapore and Hong Kong—two key aviation and business travel hubs. The partnership is expected to deepen their footprint in these markets before expanding to other regions.
