January 16 2025  |  Airlines & Airports

Changi Millionaire rewards program reimagined with premium travel packages

By Wendy Morley



Travelers can viist the themed photo installations across Changi Airport and Jewel to preview the luxury holiday experiences up for grabs, including this African safari setting in Terminal 2's transit area

Changi Airport's signature retail campaign is undergoing a bold transformation, shifting from cash prizes to curated luxury travel experiences as the airport capitalizes on strong retail momentum and growing passenger numbers.

The reimagined year-long "Changi Millionaire Experiences" campaign rewards quarterly winners with their choice of five exclusive holiday packages, each meticulously designed for different traveler profiles. Winners and their companions can select from adventures ranging from wildlife encounters in South Africa to cultural immersion in Kyoto, with all experiences featuring suite-class flights, luxury accommodations and personalized concierge service.


Alcohol and tobacco continue to be among the top three revenue-generating product categories for airport retail

The program reflects Changi's strategic focus on elevating its retail offering while passenger traffic continues to recover. From January to November 2024, airport-wide concession sales increased 18% compared to the same period in 2023, driven primarily by Chinese, Indian and Indonesian consumers. Luxury goods, liquor and tobacco, and perfumes and cosmetics remained the top three sales categories.

"We are constantly exploring new ways to surprise and delight our customers, and this year's revamped campaign reflects Changi's commitment to stay on top of the latest trends in retail-tainment," says Chandra Mahtani, Senior Vice President for Airside Concessions at Changi Airport Group. "As consumers increasingly seek personalized experiences, we have infused the signature Changi touch into a curated selection of luxury travel packages."


Singapore's unique character shines through specially curated collectibles from the Changi Editions merchandise line

The program's grand prize remains focused on luxury, with one winner receiving a Porsche Taycan at year-end. Every S$50 spent in a single receipt at Changi or Jewel qualifies for entry, with double chances for iShopChangi users and Changi Pay customers. Monarch members receive quadruple entries.

Beyond the prize draw, Changi is expanding its retail footprint through local partnerships. The airport awarded over 170 new leases in 2024, including 28 brands and concepts new to Changi. The transit area now features nearly 60 local brands, while over 70 local brands operate in public areas.

The airport is also launching Changi Editions, a collectible merchandise series created in partnership with local designer brand Triologie. The initial collection celebrates Singapore's culture through Changi- and travel-inspired prints, available as a purchase-with-purchase promotion for qualifying spend.

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