PINS

What PINS does

PINS is the branded loyalty currency and programme operated by Air Baltic Corporation AS, the Latvian flag carrier, for airBaltic Club members. Members earn PINS points at 1-3 points per EUR on airBaltic flights and up to 5 points per EUR through a network of travel partners — KLM, Air France (codeshare at 1p/EUR), airBaltic Holidays, Booking.com, Rentalcars.com, SIXT (unit-based 500-1,200 points per rental), and XCover travel insurance — then redeem through the PINS Rewards Shop for reward flights on airBaltic/KLM/Air France, gift cards, and baggage vouchers.

The programme is delivered through a digital stack consisting of an iOS app, an Android app (both developed with redmadrobot), and a web portal with multi-language regionalisation (Latvia, Estonia, Lithuania, Finland, International; English and Russian). Differentiated features include a digital membership card, the Shake&Win device-shake gamification mechanic, mobile check-in with ancillary upsells (baggage, seat selection, meals), and the C airBaltic co-branded payment card that extends earning beyond travel. airBaltic itself operates direct flights from Riga, Tallinn, and Vilnius to 70+ destinations across Europe, the Middle East, and the CIS; combined with KLM/Air France codeshare, the redemption network spans 318 destinations in 118 countries.

The business model is a hybrid of affiliate/commission revenue from travel partners (Booking.com, Rentalcars.com, SIXT, XCover, KLM/Air France codeshare) and indirect revenue contribution via driving repeat airBaltic ticket sales and ancillary attach. GTM is product-led, with self-serve enrolment via web/app and acquisition through partner referral links, in-app promotions, and App Store/Play Store presence. Customer segments are consumer personas (Frequent, Occasional, and Travel Enthusiast travellers) with no disclosed enterprise or SMB contracts.

Name

PINS

Legal name

Air Baltic Corporation AS

Website

https://pins.co

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

PINS is the airBaltic Club loyalty programme, enabling travellers to earn and redeem points across airBaltic flights, KLM/Air France codeshares, hotels, car rentals, and travel insurance via a multi-language iOS/Android app and web portal serving Baltic and international travellers.

Ownership category

akta.pro rank

Product category

Airline Loyalty Program

NAICS

Credit Card Issuing (522210)

akta.pro primary industry

Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH)

akta.pro secondary industries

Co-Branded Credit Card Partnerships (Issuers/Networks) (THABAKAD), Ancillary & Paid Loyalty Products (Subscriptions, Paid Status) (THABAKAN), Redemption Ecosystem (Flights, Partners, Non-Travel) (THABAKAE)

Keywords

• Airline loyalty program
• Travel rewards program
• Frequent flyer program
• Airline miles program
• Travel partner network

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Airline Ticket Sales (Core Business): airBaltic generates revenue through ticket sales. The loyalty program drives customer retention and higher spending through point accumulation and redemption.
2. Partner Commissions: Commissions earned from partner transactions including Booking.com hotel bookings (5p/EUR), Rentalcars.com car rentals, SIXT rentals, XCover insurance, and package holidays.
3. Air France/KLM Codeshare: Revenue from codeshare flight bookings with KLM and Air France through the loyalty program partnership.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

PINS is the airBaltic Club loyalty programme operated by Air Baltic Corporation AS, allowing individual members to earn PINS points through airBaltic flights and purchases with partner brands (including KLM, Air France, Booking.com, Rentalcars.com, SIXT, and XCover). Members redeem earned points for flight tickets, gift cards, baggage vouchers, and other travel-related rewards through a mobile application (iOS/Android) and web-based digital platform.

Product overview

PINS operates the airBaltic Club loyalty programme, a multi-partner rewards ecosystem built around the airline's base of frequent travellers. The core offering combines a digital loyalty programme with a mobile app (available on iOS and Android), a co-branded payment card (C airBaltic), and a gamification feature (Shake&Win). Members earn PINS points through airBaltic flights and a network of travel partners including KLM, Air France, Booking.com, Rentalcars.com, SIXT, and XCover, then redeem them through the PINS Rewards Shop for flights, gift cards, and baggage. The product architecture centers on the airBaltic Club brand and its associated partner integration network.

Differentiator

Problem solved

Functional benefit

Products and services

• airBaltic Club Free-to-join loyalty programme for airBaltic passengers and travellers, allowing members to earn PINS points on airBaltic flights and redeem them for award flights, upgrades, and partner rewards.
• airBaltic App Mobile application available on iOS and Android that gives members access to their PINS account, digital membership card, point balance, Shake&Win gamification, and reward redemption.
• C airBaltic (Co-branded payment card) Co-branded payment card enabling members to earn PINS points on everyday card spending in addition to flights and partner purchases.
• PINS Rewards Shop Online redemption portal within the airBaltic Club platform where members spend accumulated PINS points on gift cards, baggage vouchers, and other travel-related rewards.

Quantifiable outcome

• 77 million passengers annually
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• airBaltic HolidayscoreStrategic or Co-development PartnerPackage travel deals combining flights and hotels. Members earn 5 points per EUR on entire packages. Flights booked at lowest available price with flexible cancellation policy. Points credited within 2 weeks after trip completion.
• KLM Royal Dutch AirlinesflagshipStrategic or Co-development PartnerCodeshare partnership allowing members to earn 1 point per EUR on KLM flights booked via airBaltic.com. Members can also spend accumulated points on KLM flights to global destinations including New York, Tokyo, and Rio de Janeiro. KLM and Air France together form Europe's largest airline group.
• Air FranceflagshipStrategic or Co-development PartnerCodeshare partnership allowing members to earn 1 point per EUR on Air France flights booked via airBaltic.com. Members can also spend accumulated points on Air France flights. Combined KLM/Air France network covers 77M+ passengers annually to 318 destinations in 118 countries.
• Booking.comcoreGTM or Marketing PartnerTravel accommodation marketplace partnership. Members earn 5 points per EUR on bookings made via Booking.com/airbaltic. Platform offers 28M+ accommodation listings including 6.2M+ homes and apartments with 24/7 customer support. Points credited within 2 months after stay.
• Rentalcars.comminorGTM or Marketing PartnerCar rental booking service partnership. Members earn 5 points per EUR on car rentals booked via Rentalcars.com/airbaltic. Platform provides cars at 60,000+ locations worldwide.
• SIXTminorGTM or Marketing PartnerPremium car rental partnership. Members earn 500-1,200 points per rental depending on duration, booked via sixt.com/airbaltic. SIXT operates 2,200+ locations in 105+ countries with world's largest premium car fleet.
• XCover Travel InsuranceminorGTM or Marketing PartnerTravel insurance provider integrated with airBaltic.com. Members earn 5 points per EUR on insurance purchases. Coverage includes trip cancellation, medical emergencies, COVID-19 related issues, and baggage/electronics protection.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• American AAdvantage: One of the largest US-aligned global airline loyalty programs with multi-partner earn network and co-branded credit card products directly analogous to C airBaltic.
• Turkish Airlines Miles&Smiles: Star Alliance-aligned loyalty program of Turkish Airlines, a major regional competitor connecting Europe, the CIS and the Middle East — directly overlapping airBaltic's geographic footprint.
• Delta SkyMiles: Major US-aligned global airline loyalty program with extensive partner network, comparable multi-vertical earn model and reward-flight redemption mechanics.
• Miles & More (Lufthansa Group): Pan-European airline loyalty program run by the Lufthansa Group, including Austrian, Brussels, LOT and SWISS. Comparable multi-partner travel earn network with airline, hotel, car rental and lifestyle partners.
• United MileagePlus: Global airline loyalty program with deep partner network across carriers, hotels and car rental. Comparable earn-and-burn currency model serving frequent travelers worldwide.
• EuroBonus (SAS): Scandinavian airline loyalty program operated by SAS. Comparable regional European carrier loyalty currency with partner earn network and reward-flight redemption mechanics similar to PINS.
• Flying Blue (Air France-KLM): Joint loyalty currency of Air France and KLM and PINS's flagship codeshare partner. Directly comparable multi-airline, multi-partner loyalty program serving European travelers with a global route network and tiered status benefits.
• Avios / British Airways Executive Club: IAG's airline loyalty currency, also shared with Iberia, Aer Lingus and Vueling. Directly comparable earn-and-burn model with partner airlines and non-airline redemption partners across Europe.

Emerging players

• Antavo: Loyalty technology platform vendor serving brands across retail, travel and hospitality. Comparable on the technology-stack axis — PINS's mobile app, digital card, partner integrations and rewards shop overlap with Antavo's platform capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PINS