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WHEN it comes to attracting lucrative business from the executive who travels frequently, the competition between airlines has been heating up.

   To turn down the heat a little, many airlines are now prepared to enter into partnerships in their eagerness to get the business.

  This is seen as a significant development for both the airlines and those who it will benefit - the passengers.

  And even though the generous discounts on offer to the frequent flier mean less profits for the airlines, it means they are locking the first-and business-class passenger into using the same carrier, or carriers, on a regular basis.

  The frequent-flier schemes operate on a simple principle - the more kilometres the passenger flies, the more bonus points he accrues.

  These points can then be redeemed as discounts, or even free tickets.

  For hotels and hire car companies to link with airlines to help increase the traveller's bonus points is a long-established practice, but for competing airlines to link together is something new.

  The announcement by Cathay Pacific Airways, Malaysia Airlines (MAS) and Singapore Airlines that they have joined forces to create the region's first frequent-flier programme reflects the volume of business travel which takes place in the Asia-Pacific region.

  The programme is being operated by an independent joint-venture company, Asia Frequent Flyer Ltd (AFF), which is based in Singapore.

  Called ''Passages'', the scheme is being launched on July 1.

  Anyone is eligible to join, and members earn points when they travel on first or business class with any of the three airlines.

  These points can then be put towards free tickets in any class.

  Cathay's marketing director, Rowland Cobbold, said that, in Asia, the combined network of the three airlines offered an unbeatable number of destinations.

  He added that outside of the region, the airlines had a global presence covering every main market that fed into the Asia-Pacific.

  The scheme looks like it will be a success right from the word go, as two new partners, British Airways (BA) and Swissair, will join on September 1.

  Additional partnerships will be announced in the near future. Partnerships will also be struck with credit card companies and hotels.

  Meanwhile, Swissair and its partner, Austrian Airlines, is linking its own Qualiflyer frequent-flier programme with Cathay Pacific, MAS, and Ansett (an Australian domestic carrier)flights.

  Members will be credited with programme miles for any first or business class Cathay flights between Hongkong and Europe, Australia or New Zealand.

  Ansett will, meanwhile, bring its entire route network to the Qualiflyer programme from July 1.

  Northwest has its own WorldPerks frequent-flier programme, which it said was one of the most generous available.

  Northwest operates in conjunction with KLM Royal Dutch Airlines, and passengers joining the scheme are eligible for free travel once they have accumulated 20,000 miles.

  Getting the right partner is important, not just in terms of volume but image.

  Earlier this year, the Mandarin Oriental Hotel Group signed an agreement to become preferred hotel partner in the BA Executive Club programme.

  The Mandarin is the only deluxe hotel partner of BA in the Asia-Pacific region and one of only six hotel groups worldwide.

  BA's Executive Club members are now entitled to earn ''air miles'' when staying at any Mandarin Oriental hotel. They also receive other benefits.

  The air miles collected can be redeemed at the group's hotels.

  ''This programme will increase our exposure to a prime target audience of over 700,000 Executive Club members worldwide,'' said the Mandarin group sales and marketing director, Neil Hucksteppe.



Frequent fliers get a lift as partnerships blossom