The card that earns you flights

The standard is indeed set high. First, the C airBaltic card stands out with its stunning looks. But most importantly, it’s packed with perks that payment cards normally do not offer – and we’ve listed them all right here. But creating such a product was only possible thanks to the strong partnership between airBaltic and Citadele Bank, both companies that embrace innovation and caring for their customers. In addition, the teams created this product in just four months, which is almost at the speed of a jet engine.

Māris Rudens, the head of Loyalty and Partnerships at airBaltic, led the project from the airline’s side. With over 20 years of experience in this sector and having worked at airBaltic for 18 years, he’s responsible for the airline’s loyalty programme, which now has already reached two million members. He’s also responsible for the development of airBaltic’s mobile app, which has 175,000 active users per month. The development of the C airBaltic payment card also took place under his leadership.

As the bank’s chief retail officer, Edward Rebane is responsible for Citadele’s retail banking business, which also includes the bank’s payment card portfolio and daily banking products. He oversaw the C airBaltic card project from Citadele’s side, beginning with product development and the partnership with airBaltic through to launch.

Here the two men share their insights into the process and what it means to have such partners.

Do you remember whose initiative it was to release such a card?

Edward: This time it was a joint initiative. Branded airline cards are quite successful, especially in the United States. We knew that a card like that hadn’t been released in the Baltics, and, bearing in mind that we have a long history of partnership with airBaltic, we saw it as a natural fit. Now that partnership has grown even more.

Māris: As Edward mentioned, airline-branded cards are not a new phenomenon in the industry; they’re very popular in the United States and Australia. In fact, around 70% of cards issued in Australia are co-branded (airlines and other businesses).
We’re constantly looking for new ways to strengthen and enhance the airBaltic Club loyalty programme, and we’ve long recognised the value of launching a co-branded payment card. The idea was always there; we just needed to find the right partner and set up the product in the right way – that was the challenging part. That’s why I’m very happy that we came together with Citadele and made it happen.

Edward: airBaltic has the region’s strongest travel loyalty programme, and Citadele has the digital banking platform and card capabilities to turn everyday spending into loyalty value. Neither side ‘owned’ the idea; it grew out of a shared view that Baltic customers deserve this kind of product.

Both teams have put a lot of effort into this project to deliver the result in only four months. That’s not at all usual in the industry [laughs]! This is something very unique and shows the commitment both teams had.

Edward, what appealed to you in this project?

At Citadele, we believe innovation creates real value when it simplifies everyday life. What appealed to us in this project was the opportunity to connect two things people care about – their day-to-day finances and their travel plans – in one streamlined product. airBaltic is a natural partner for this. Together we’ve created something that didn’t exist in this market – a card where every euro spent brings the next journey closer. This also reflects who we are as a bank: a leader in digital banking that’s building future-ready solutions through strong partnerships while staying true to our promise of easy banking.

And Māris, from airBaltic’s perspective?

First, we were looking for a bank that’s represented in all three Baltic countries, so we would not have to make three separate deals. It turns out there aren’t that many. In addition, we were looking for a bank with a very innovative approach, which we found at Citadele.

The card does indeed offer a lot of perks.

Edward: We’re a bank that gives back. We invest a lot to give back to our customers, and this card serves the same purpose. For example, by applying for this card, you get travel insurance not only for yourself but for your whole family, as well as purchase insurance.

You get free and unlimited euro transfers between European banks as well as free cash withdrawals worldwide up to EUR 1500 per month. There’s even a free eSIM card, as in some countries telecommunications can be very expensive. We wanted to add perks like this that customers would really value.

Māris: When you travel with us, airBaltic rewards you with three airBaltic Club points for every euro spent on flights, which are awarded after the flight. In addition to that, you get free seat reservation as well as heavy hand baggage allowance and priority airport check-in and boarding when you pay for your flight with a C airBaltic card and travel on an airBaltic-operated flight. So, it’s not just a card that generates points for you to fly with; it’s adding much more.

If you’re not a Citadele customer yet and have decided to apply for this card, you can fill out the application in just seven minutes and start using your digital card as soon as you add funds to your account. And, as a new Citadele customer, you get 3000 airBaltic Club welcome points once your card is linked to your airBaltic Club account.

How has the card been received?

Edward: There were already a thousand new card holders in the first few weeks, which is a very good result! I use it myself, and I really love the card. What makes it so successful is the benefits users get as well as the speed of doing things. And last but not least, the card itself is very beautiful, which is very important to me.

Yes, there’s an interesting story behind the design of the card. As I understand, a real photo of the northern lights was used.

Māris: The design is based on a photo of the northern lights taken by one of my colleagues at airBaltic. She works for our social media team as a visual content specialist and was travelling on our 50th aircraft when it was being delivered from Canada. The northern lights appeared during that flight and she took a photo, which is now on the card.

Both airBaltic and Citadele are very innovative in their respective industries, and both are changing the scene in terms of how things are done in the business. Tell us about the recent innovations and how you keep up with the changes and the demands of customers.

Edward: At Citadele, we want to be the leaders in digital banking, and we definitely are in the region, as we’re constantly working on future-ready solutions in order to be relevant in the upcoming years.

Our main goal is to save our customers time. We should be as quick as possible and make their lives easier so that they can get on with their own business or spending time with their loved ones.

Another example of a successful partnership is our digital insurance solution, built together with the Swedish company Insurely and already available in all three Baltic countries. It changes the whole insurance selection and renewal experience. The solution allows all insurance customers, not only Citadele clients, to instantly view their existing home or car insurance alongside a new offer all in one place, which makes it easier to evaluate insurance coverage, scope, and pricing and select the most suitable option without spending a lot of additional time. In the beginning, local insurance companies were surprised that we were bringing this kind of solution to the market, but it’s really for the benefit of customers so they can make more informed decisions.

What I’ve understood since I joined Citadele a couple of years ago is that the time of doing it all alone is over. Now it’s all about doing things together; it’s about strategic partnerships that can lead to many great benefits for customers. I think this card is a great example of that.

Māris: For us, innovation really is a part of our DNA. Over the past few years, we’ve done some pretty exciting stuff! First of all, there’s our modern fleet, which consists of Airbus A220-300 aircraft, which offer an excellent flying experience and include such perks as wider seats, larger windows, more space for hand luggage in the cabin, and improved lavatories.

Last year, airBaltic became the first European airline to introduce free high-speed internet on board its flights. Customers can now enjoy fast, reliable connectivity throughout their flight. I’d also like to mention our mobile app as a central digital tool for customers to manage the travel experience themselves. The app also integrates airBaltic Club, allowing them to access their loyalty account and see their benefits.

Financial services are provided by AS Citadele banka and its branches in Estonia and Lithuania. Please read the terms and conditions applicable in your country at Citadele’s website: citadele.lv, citadele.ee, or citadele.lt, and at airBaltic’s website: airbaltic.com. If necessary, consult an expert.

C airBaltic card benefits

Earn airBaltic Club points faster!

• 3 points for each euro spent from airBaltic Club for purchasing airBaltic tickets

• 1 point for each euro spent on everyday purchases with a C airBaltic card

• 3000 welcome points for new Citadele clients

Free travel extras on airBaltic flights paid with the card!

• Heavy cabin baggage

• Early online check-in

• Priority airport check-in

• Priority boarding

• Seat reservation

Extra travel perks!

• Travel insurance

• 1GB travel eSIM

Additional card benefits

• Cash withdrawals worldwide up to EUR 1500 per month

• Free money transfers within Europe

How to get the card?

It’s super easy. First, apply via the Citadele mobile app. When you’ve received the card by post, activate it, link it to your airBaltic Club account, and start earning points!

Words by Ilze Pole

Featured in Baltic Outlook inflight magazine