Singapore Airlines and Alibaba Group have entered into a collaboration aimed at enhancing the customer experience of passengers through transformative potential of technology.

The collaboration encompasses several players in Alibaba Group’s ecosystem including Fliggy, Alibaba Cloud, Alipay and Cainiao Network.

The partnership extends across areas such as flight ticket sales, loyalty programmes, marketing initiatives, cloud services, payments and logistics.

The capabilities of both groups, combined with access to over 600 million monthly active mobile users, will unlock new benefits for customers across the retail and travel value chains.

Singapore Airlines and Alibaba Group will gain actionable customer insights for the benefit of travellers in one of the world’s fastest growing travel markets.

Later this year, KrisFlyer and Fliggy will introduce two-way points conversion, allowing members to enjoy membership perks from both loyalty programmes.

KrisFlyer members will be able to convert their KrisFlyer miles to Fliggy points, and Fliggy members will be able to convert their Fliggy points to KrisFlyer miles.