CH17 to revive conventional over-the-counter air ticket issuance

• Proposes to introduce ‘Ticket Miles’ – a loyalty program to encourage walk-ins to travel agents

A move to revitalise the traditional travel agent sector amidst the dominance of online booking platforms, CH17 Loyalty, Sri Lanka’s leading provider of loyalty and rewards-based SaaS solutions, has announced the launch of ‘Ticket Miles’, a first-of-its-kind loyalty program designed to benefit both travel agents and their customers while contributing to the sustainable recovery of the travel industry.

The Ticket Miles initiative is a game-changing platform that offers a suite of customer rewards exclusively for those who book air ticket through a registered travel agent, rather than online portals. 

It is purposefully designed to increase walk-in traffic, improve agent credibility, and deliver superior travel value to customers. The agent once again becomes part of the journey, taking full responsibility for the service they offer.

Facing mounting pressure from digital-only booking platforms, many traditional travel agencies have struggled to stay afloat in recent years. CH17’s new program is tailored to reverse this trend. By providing a ready-to-deploy, zero-investment loyalty platform that could be customised to suit the agency.

CH17 is offering agents a tool to retain existing customers, attract new ones, and stand out in a highly competitive market.

CH17 will bear the full cost of platform development, hosting, programming, and management taking the burden off the travel agent, Jumar explained.

This is a huge investment and we are determined to venture into this for the greater good of the industry and the large number employed in the ticketing trade, he added 

 ”This is more than a business initiative; it’s a mission to protect and empower one of the most trusted professions in the travel ecosystem,” said CH17 Founder and CEO Jumar Preena. 

“Travel agents offer human insight, flexibility, and aftercare that online systems simply can’t replicate. Ticket Miles ensures that this value is preserved and rewarded.”

One of the unique features of our program is the lunch of ”Ticket Miles”, something similar to airline’s flymiles program.

Customers who book via registered travel agents can earn Ticket Miles points for every journey they book. Earned points can be redeemed at selected partner merchants or even set off against future purchases or usage, he explained

In addition, customers could also enjoy a wide array of exclusive benefits on lifestyle brands, hotels, restaurants, clothing, healthcare etc. Lifestyle discounts from CH17’s national partner merchant network are offered throughout the year.

These benefits not only promote agent loyalty but also enhance the overall travel experience far beyond what online bookings can offer.

In a landmark collaboration, CH17’s partnership with CHEC Port City Colombo brings an added layer of exclusive privileges to Ticket Miles participants: Dollar-based duty-free discounts from One Duty Free (ODF), a major international duty-free operator; rupee-based discounts from CH17’s existing partner merchants; and future access to retail offers at The Mall at Port City Colombo, positioning travellers for unmatched savings and shopping experiences.

Ticket Miles is expected to have a ripple effect across the travel and tourism industry. By encouraging travellers to return to agent-based bookings, the initiative supports job retention, local entrepreneurship, and value-driven travel.

In Phase 1, CH17 aims to enrol a limited number of agents, each with a reasonable target of on boarding customers over a twelve - month period. Each agent will be eligible for a revenue share model if they exceed the threshold — providing an additional incentive to grow their client base.

The program is poised for expansion into the UAE, where agents do ticketing for Sri Lanka bound passengers including expatriate employees and their families, business travellers, holiday seekers etc.